CASE STUDY: Old Jamaica Ginger Beer increase brand recognition

Provided by UM
UM increase brand recognition of OJGB with the Afo-Caribbean community using broadcast TV following West Indies Cricket tour.
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What was the Challenge / Background of the Campaign?

Research showed that not many people were aware of the authenticity of Old Jamaica Ginger Beer (OJGB), made with real fiery Jamaican root ginger. The challenge for UM was to increase brand recognition of OJGB, balancing discreet and broadcast media. Broadcast TV followed the West Indies Cricket tour of the UK, reinforcing the authenticity of OJGB and taking it to a wider audience. Selected press titles took OJGB to the heart of the Afro-Caribbean community in the Voice and The Gleaner. Find out more...

What was the Campaign Objective?

To increase brand recognition of OJGB, balancing discreet and broadcast media
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsThe Afro-Caribbean community
All adultsBoth
ABC1
C2
Ethnic
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBRAND ATTITUDE
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