Reggae Music News

Pepsi backs YVAs for sixth year


Cornelia Nathan, brand manager for Gatorade/Tropicana Tropics, hangs out with TOK members Bay-C (left) and Craigy T at the launch of the Youth View Awards at the Terra Nova Hotel recently. – Contributed

Pepsi-Cola Jamaica is back on board with the Youth View Awards (YVAs) for the sixth consecutive year.

According to Carla Hollingsworth, brand manager for Pepsi, the brand is focused on consumer interaction in a big way and is using music as the platform to connect.

“For Pepsi, this partnership is only natural, as we have always been supportive of the youth and their aspirations. This is evident in Pepsi’s six-year relationship with the YVAs,” said Hollingsworth.

“Through our digital activation, consumers will have the opportunity to win YVA tickets through our Facebook promotion dubbed ‘The shake-it-up fan competition,’ she added.

“The winner will be chosen at random prior to February 1 from eligible entries to win a grand prize of four VIP tickets, and the winner will have the opportunity to walk the red carpet with Zendaya,” Hollingsworth also said.

The YVAs is set for Saturday, February 1 at the National Indoor Sports Centre, but, according to Hollingsworth, the nominees will be feted during a special pre-awards party to be held at Brian Lumley’s 689 restaurant on Thursday, January 30.

“It will be a celebration of the nominees for the awards. It will be a party to bring a vibe as we build up to the awards show on the weekend,” Hollingsworth explained.

Leading up to the YVAs, Pepsi will be endorsing one of Jamaica’s hottest and newest Internet sensations, Dutty Berry, as he gives us his view on the nominations. Consumers will have a chance to post questions they would like nominees to answer, some of which will be asked at the nominee party and the answers posted live to Facebook, Twitter and Instagram.

“Our hosts will invite nominees and stylish patrons to step out of the Pepsi music jet and strut their stuff on the carpet to the flash of the ‘paparazzi’. Our hosts’ commentary on the styles hitting the runway will be shared live across all Pepsi social media platforms, via photos and ‘insta-vids’. They will also award special ‘first-class’ boarding passes to patrons who make a particularly definitive style statement on the Pepsi music runway,” she ended.


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