Old Jamaica plays on heritage with The Jolly Boys push

Old Jamaica Ginger Beer has launched a multimedia campaign starring Jamaican band The Jolly Boys to grow its market share in the soft drinks category.

The TV ad, created by integrated agency Splash, will star The Jolly Boys playing a mento cover version of the Jerry Lee Lewis song 'Great Balls of Fire'. The ad coincides with a single of the song which will be heavily promoted.

The ads feature the face of Old Jamaica's activity in 2009, Mr Cricket, who has been renamed as Mr G. He talks about why Old Jamaica is so great and why British people should not forget it is the "authentic Jamaican ginger beer".

The TV campaign, which was bought by Interpublic agency Universal McCann, starts during the Brazil World Cup game on Tuesday (15 June) and runs through to the end of August.

Old Jamaica will sponsor The Jolly Boys tour throughout the UK over the summer, starting at the Secret Garden Party in July and ending with the Notting Hill Carnival. Old Jamaica branding will be accompanied by sampling at all the gigs.

The campaign aims to continue to bring new younger consumers to the brand and increase Old Jamaica Beer's share of existing consumers. It will be enhanced by online social networking and viral activity.

A spokesman for Old Jamaica said the ginger beer sector is now worth £25m in the UK and Old Jamaica accounts for 52 per cent of the market.

Old Jamaica Ginger Beer first advertised in 2007, with the tagline "an oldie but a goodie" during coverage of the England vs West Indies cricket test. Other activity has targeted Old Jamaica's Light beer at women.