Research showed that not many people were aware of the authenticity of Old Jamaica Ginger Beer (OJGB), made with real fiery Jamaican root ginger. The challenge for UM was to increase brand recognition of OJGB, balancing discreet and broadcast media. Broadcast TV followed the West Indies Cricket tour of the UK, reinforcing the authenticity of OJGB and taking it to a wider audience. Selected press titles took OJGB to the heart of the Afro-Caribbean community in the Voice and The Gleaner.
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