Old Jamaica has announced it will be expanding its brand with a new sodas range; tapping in to a growing trend for tropical flavours in the crushes market.
The Old Jamaica Sodas will draw on the UK’s number one ginger beer brand’s Caribbean heritage with a new collection of Jamaican-born drinks from Fruit Punch and Cream Soda to an array of exotic, fruit flavoured options including Grape, Mango, Strawberry and Pineapple. Originally created for the Caribbean palate, each flavour offers a unique and sweet taste that is sure to appeal to world food customers as well as the mainstream carbonated drinks market.
Old Jamaica’s continued success, and expansion into the mainstream market through its popular ginger beer, has provided an ideal platform to expand the brand with these additional soda flavours. The new sodas will, therefore, closely align to the strong consumer profile of the UK’s largest Jamaican soft drinks brand by adopting the familiar stripes and trees design whilst differentiating each flavour with a vibrant colour.
The introduction of the new range under the familiar brand will also allow for adjacent merchandising and joint promotions to encourage new consumers and existing Old Jamaica loyalists to trial the new range. The sodas will benefit from the outset with the brand’s ambitious 2012 marketing campaign which includes TV advertising and a sponsorship package with Comedy Central.
The Old Jamaica Sodas range will be available as 330ml cans and the top four flavours will also be offered in 500ml and 2ltr PET bottles from July this year.