Pepsi Jamaica has kicked off its new campaign – The Joy of Cola – converging music, dance and seven limited edition vintage labels in one celebratory narrative.
Manufactured at the Pepsi headquarters, Spanish Town Road, Pepsi now boasts seven special labels which serve as mementos for the vintage collection. The classic labels from 1945, 1950, 1959, 1967, 1971, 1978 and 1991 are honoured through a contemporary twist on signature retro beats and dance moves that cemented Jamaica as the reggae capital of the world.
“The Joy of Cola reminds us of the simple pleasures of having Pepsi and celebrating life. It resounds with youthful exuberance, reminds us to live for now, embrace what you love the most, and enjoy the finest qualities that encompass the Pepsi experience,” said Mitchell Watson, Marketing Manager, Pepsi-Cola Jamaica. “Our customers will certainly enjoy collecting all seven of the limited edition labels as souvenirs.”
Watson continued, “Each of the seven labels is emblazoned with a unique design that will take you back in time, but you get to enjoy the same great tasting Pepsi you have come to know and love,” he said. “Our Pepsi is made in Jamaica, by Jamaicans, to the global standards that have made it the fun, refreshing and bubbly drink that is enjoyed across the world.”
While the campaign is in Jamaica for the first time, the original version debuted in 1999 and was successfully replicated in the United States with some of the top artistes in the country stamping their name on it. Dancehall artiste Busy Signal is the voice on the new rendition of the signature track, where he expertly fuses the Jamaican sounds with the Pepsi lyrics in the celebrated campaign.
The Joy of Cola will take on a series of events across the island, and will also reward Pepsi fans on social media in the form of Pepsi-branded paraphernalia, including headphones, speakers, beach towels and t-shirts. “We have some exciting experiences lined up for our customers. We will be taking over some of the best retro parties across the corporate area, bringing energy, vibe, and the ambiance for the ultimate Pepsi fan experience,” Watson said.