Pepsi to deliver music tour aimed at Jamaican millenials
Pepsi is aiming to make this summer memorable for its young consumer with its Pepsi Refresh Tour.
With the goal of developing deeper connections with millennials, the beverage giant will run the five week campaign island-wide, which will feature pop music events, trade activation and culminate in a massive concert, dubbed Pepsi Refresh Live.
Slated for August 13, Pepsi has recruited dancehall heavyweights Busy Signal, Spice, Baby Cham and Bugle, among other artistes to host a high-energy unforgettable event at Pepsi Oval 214. Fans will party non-stop to the beat of sound system Coppershot, led by exuberant Copper Cutty.
“Music has always been an important customer connector for our brands both locally and internationally. Summer is a big deal and Pepsi wants to help fans make the most out of the season by playing a more active role in helping them to enjoy it,” said Mitchell Watson, Marketing Manager, Pepsi Jamaica.
Fans will be able to immediately win tickets to the Pepsi Refresh Live concert by purchasing six bottles of 20oz Pepsi from select wholesales and supermarkets during the Pepsi Refresh Tour Pop Up which started July 8 and will continue through to the night of the concert.
In a bid to offer this summer experience to as many consumers across the island, Pepsi will bring a snapshot of the Refresh Live concert in the form of Road Tours. These 4-hour sessions will give fans an exclusive taste of the final concert through performances by emerging artistes Eskabel, Lia Caribe, Ishadyz and Tanto Blacks, complete with energetic dancers, spot prizes, and other promotional activities in high-traffic areas including Papine, Half Way Tree, Downtown-Kingston, Greater Portmore, Spanish Town, May Pen, Ochi Rios, Montego Bay, Savanna-la-Mar.
“Our aim is to be at the pulse of pop culture and bring fans closer to experiences they love and enjoy. Nothing says summer like offering consumers opportunity and rewards to great music and great events,” said Watson.
As part of their partnership with Sumfest, Pepsi will be allotted a one hour slot on Dancehall Night on July 22 dubbed Pepsi Refresh Hour, which will give fans a taste of the Pepsi Refresh Live concert.
