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Pepsi looks to Refresh Reggae Sumfest 25

Published:Thursday | June 29, 2017 | 8:22 PM
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Dancehall artiste Beenie Man (left) and Mitch Watson, marketing manager at Pepsi Jamaica, during the launch of Red Stripe Reggae Sumfest on May 11 at Usain Bolt’s Tracks and Records.
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Josef Bogdanovich, CEO Down Sound Entertainment has a hearty laugh with Olivia Grange, Minister of Sports, Culture, Entertainment and Gender Affairs during the launch of Red Stripe Reggae Sumfest on, May 11 at Usain Bolt’s Tracks and Records.
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Pepsi Cola Jamaica has agreed to a new partnership with Downsound Entertainment, organisers of Reggae Sumfest, which will see the company supporting the festival for the next three years.

The partnership was announced by Downsound Entertainment’s CEO, Josef Bogdanovich ahead of the milestone 25th staging of Reggae Sumfest slated July 16 – 22 in Montego Bay.

Bogdanovich revealed that Pepsi has been a long time supporter of the festival and has signalled their continued support with a three-year contract extension and believes the partnership will grow even stronger in years to come.

“I think this speaks volumes on Pepsi’s belief in the festival and the re-energised direction it is now on. I feel good that such an international brand like Pepsi supports reggae music and Reggae Sumfest, and I think they are a part of the Corporate community who are now seeing the value and positive contribution of reggae music and festivals here at home,” said Bogdanovich.

Mitch Watson, marketing manager at Pepsi Cola Jamaica, says, “since music remains an essential component of the brand’s DNA, it is only fitting for the brand to continue this long held relationship with the leading music festival in the country”. Expressing high expectations for the 25th staging of the now weeklong festival, Watson expressed that Pepsi is hoping to “bring a renewed energy to the event and with our islandwide promotion of the Pepsi Refresh Tour, we will be using the opportunity to promote the festival across the island”.

Reggae Sumfest begins on Sunday, July 16 with the Beach Party, the staple All-White Party at Pier One happens on Tuesday, July 18. Sumfest Blitz takes place on Wednesday, July 19 and the exciting Sumfest Heavyweight Clash will be held on Thursday, July 20 at Pier-One. The festival climaxes at the historic Catherine Hall on Friday, July 21 and Saturday, July 22 with live music featuring Jamaica's top music artistes.