Pepsi Cola Jamaica (PCJ) officially launched its vibrant new campaign, ‘New Beats, Same JamaICAN Flava‘, which celebrates a fresh visual identity while remaining true to the iconic Pepsi flavour loved across Jamaica.
The launch event, held on the East Lawns of Devon House on Wednesday, April 17, 2024, was a spectacle of cultural homage, blending contemporary music and fashion with the timeless appeal of Pepsi. The campaign features the talent of Stalk Ashley, Jamaican singer-songwriter who has become the face of this initiative.
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Kingston, Jamaica: Pepsi Cola Jamaica (PCJ), a subsidiary of The Central America Bottling Corporation (CBC), introduced its vibrant new campaign, “New Beats, Same JamaICAN Flava,” which celebrates a fresh visual identity while remaining true to the iconic Pepsi flavour loved across Jamaica.
The launch event, held on the East Lawns of Devon House on Wednesday, April 17, 2024, was a spectacle of cultural homage, blending contemporary music and fashion with the timeless appeal of Pepsi. The campaign features the talent of Stalk Ashley, Jamaican singer-songwriter who has become the face of this initiative.
Stalk Ashley, known for her distinct blend of music that incorporates R&B, Reggae and Dancehall embodies the campaign’s ethos of blending modernity with tradition.
“Tonight, we’re not just launching a new look; we’re celebrating the spirit of Jamaica itself,” exclaimed Magnolia Vanegas, Field Marketing Manager for Pepsi Cola Jamaica, during her address.
She continued, “Pepsi has always been a brand that celebrates, and tonight, we celebrate the Jamaican Flava with our new beats — our new style.”
The campaign cleverly uses the colloquial Jamaican term for clothes, “beats,” as a metaphor to introduce Pepsi’s refreshed branding, which includes a new logo, colours, and font, first unveiled in trade and at the recent Xodus and Yardmas Carnival events. This approach ties deeply into local culture, ensuring that while the aesthetic may evolve, the flavours and feelings remain unchanged.
Karonna Atkins, Pepsi’s Brand Coordinator, highlighted the campaign’s focus on youth and cultural synergy, “Through ‘New Beats, Same JamaICAN Flava,’ we honour our commitment to the vibrant culture that continues to inspire our brand,”
The evening featured the premiere of a new television commercial, enthusiastically applauded by the audience, prompting its replay. The commercial perfectly encapsulated the essence of the campaign, celebrating Pepsi’s innovative spirit and its deep-rooted connection to Jamaican heritage
The launch event was a who’s who of Jamaican culture, featuring a performance by Stalk Ashley herself, appearances by influencers, and business leaders, all gathered to witness Pepsi’s latest chapter in Jamaica.
Pepsi Cola Jamaica remains dedicated to its roots in Jamaican culture, consistently promoting the nation’s rich heritage. The company has a long history of launching campaigns like “Jama I CAN” that uplift and celebrate the island’s cultural richness.
‘New Beats, Same JamaICan Flava’ promises to continue this legacy, resonating with young people and affirming Pepsi’s place at the heart of Jamaica’s vibrant social fabric.
