Sipping on sunsets

Old Jamaica poster

REFRESCO’s latest campaign for Old Jamaica invites consumers to celebrate the ‘Golden Hour’.

The campaign focuses on the so-called golden hour between 5pm and 7pm when Old Jamaica Ginger Beer is most commonly consumed, according to Kantar data.

Marketing support includes an augmented reality (AR) filter that adds effects onto faces through mobile phone cameras, which will offer consumers the chance to win from a prize pot worth £50,000. Daily instant win prizes up for grabs include free and half-price coupons redeemable across the Old Jamaica range, as well as a grand prize draw of £10,000.

Joe Major, head of marketing at Refresco, said: “For 2022, not only are we launching our first ever AR filter-based promotional mechanic, but we’re also really focusing on engaging our trade customers too.”