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2017 CAMPAIGNS!
The “Our Spirit” Campaign revolves around the Wray & Nephew White Overproof Rum, and is the departments’ most exten- sive one to date. It speaks to the pride of the Jamaican spirit, acknowledging how tightly woven the Overproof Rum brand is within the fabric of Jamaican culture. Implemented in May 2016, the campaign marks the climax of over a year of research and customer feedback and in 2017 it continued to resonate with the Jamaican people.
This campaign officially kicked off with simultaneous celebrations as members of the J. Wray & Nephew Limited team travelled island wide buying a round of drinks and soup, for patrons at 70 bars across the 14 parishes. The celebrations were accompanied by the official premiere of the brand’s television commercial.
Another proud moment for the department was the success of Campari’s “Come Together” campaign which speaks to how Caribbean people socialize or ‘come together’. It plays with different elements of togetherness, whether it’s a group of friends, a couple, or even co-workers coming together to socialize and drink. Additionally, it speaks to Campari itself, and how this versatile spirit comes together with varied ingredients
in high sPirits 19