Pepsi refreshes Reggae Sumfest
PEPSI Cola last Thursday added fizz to the staging of Reggae Sumfest for the next three years, making the giant soft drink brand the exclusive non-alcohol provider for the world famous festival staged annually in Jamaica’s tourist resort city, Montego Bay.
A news release from the festival’s publicists, Headline Entertainment, reported Pepsi Cola Jamaica’s Marketing Manager Carlo Redwood as saying that the deal means that Pepsi, Aqua Essential water and Tropicana juice drinks will be the exclusive non-alcohol beverages available at the July 17 – 23 festival.
“We’re very happy to be associated with what we feel is the number one event in Jamaica for our target consumer,” said Redwood. “This really aligns with the Pepsi Music programme we launched in January of this year.”
Redwood noted that Pepsi has had an association with big names in music internationally, among them Britney Spears, the Jacksons, and Beyoncé, as well as with local productions such as Rebel Salute and All Island Carnival.
“Sumfest really fits what Pepsi is all about — the hottest and the coolest,” the news release quoted Redwood.
He declined to give the dollar value of the sponsorship or say much about what Pepsi has in store for its first year of contract, offering only that patrons will also be reaping the benefits of the association in that the company will be running a Pepsi-KFC-Sumfest promotion in which consumers can win free tickets to the show.
The grand prize winner will win a ‘Super Sumfest Weekend’ for two, the news release said, adding that consumers can also win tickets via Pepsi and Reggae Sumfest’s Facebook page and through their additional activities with nightclubs and venues across the island.
Johnny Gourzong of Summerfest Productions, organisers of the festival, said he and his team were very happy for the association with Pepsi.
“Certainly, Pepsi’s involvement will enhance the overall event,” he said. “I understand from their marketing people that they plan to carry out a national promotion which will in no small way help to bring further exposure to the festival.”
Pepsi joins major sponsors Red Stripe, Digicel and the Jamaica Tourist Board.
According to Gourzong, the plans for the festival are moving along well, with the Summerfest team planning to stage the launch within the next couple of weeks.
“We are in advanced negotiations with a number of local and international artistes,” he said. “We will hopefully confirm them sometime next week, and then move full speed ahead. Plans are also in place to host press receptions in South Florida and New York.”
According to the news release, Sumfest will continue the mix of local and international artistes, while exposing audiences to some acts not seen recently on the festival.
The festival is scheduled to open with a beach party on Saturday, July 16 and continue on July 21-23 at Catherine Hall, Montego Bay.