RUM-BAR Jamaica unveiled its latest, the 100% Jamaican Campaign, featuring emerging dancehall sensation 450 and Vanessa Bling as they pay homage to the rich essence of Jamaica with an unmistakable sense of style.

This campaign, complete with a captivating TV commercial, unfolds as 450 strolls into a vibrant Jamaican bar, with Vanessa Bling casting an alluring glance from the corner. As his love interest, it beckons to call upon the evolution of dancehall’s present and the future. The commercial beautifully captures the quintessence of Jamaican dancehall culture, anchored by the enjoyment of the award-winning white overproof rum.

This remarkable spirit, meticulously crafted within a formidable 100 per cent copper pot still, boasts an amalgamation of three unaged rums, delivering potent, high-ester flavours that personify the very soul of Jamaica, the birthplace of dancehall.

Featuring 450 and Vanessa Bling, two artistes renowned for igniting the dancehall scene, this campaign is a celestial fusion of talents. 450 brings his swagger and youthful vibrance while Vanessa Bling infuses the campaign with elegance and experience.

Regarding this collaboration, 450 enthused, “It’s a pleasure being aligned with the brand. Rum-Bar Jamaica is always a vibe for me to flex with. [I’m] excited to see what the future holds with the collaboration.”

The ad spotlights various iconic Jamaican symbols, including the authentic Jamaican jerk chicken, which is skillfully prepared with the white overproof rum, alongside must-include scenes of socialising and dancing with friends. This campaign also harmonises perfectly with Rum-Bar Jamaica’s recent rebranding effort, paying tribute to the colours of the Jamaican flag.

Tamika West, marketing manager at Rum-Bar Jamaica, emphasises, “This campaign puts our iconic culture front and centre, and our partnership with 450 and Vanessa Bling is set to turn up the heat. We’re not just a brand, we’re a movement. Jamaicans stand out wherever we are and in whatever we do — and the flavours of our overproof rum are a testament to the real Jamaican experience.”

In its rebranding endeavour Rum-Bar Jamaica has embraced a bold and sleek aesthetic, inspired by the iconic Jamaican flag’s vivid hues of black, green and gold. This revitalised design isn’t merely a cosmetic transformation — it is a potent emblem of the brand’s steadfast commitment to embodying the essence of Jamaica, both inside and out. It stands as a vivid visual tribute to Jamaican culture and a testament to the pride that Rum-Bar Jamaica takes in representing this extraordinary island.