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Case Study

We needed to re-engage Old Jamaica with it's heartland audience of blokes during the World Cup. we created the idea of 'football's unofficial beer' as an antidote to big brand official sponsorships.

Our idea ran on pack, at POS and in print where we pastiched both normal brand behaviour and tabloid sports reporting by creating unofficial commentary and punditry with a unique deal with The Mirror. awareness amongst readers increased tenfold and sales went up 30% year on year while we were active.