Pepsi Refresh Tour 2015 & 2016

Following the success of the Gira Refescante 2014 in Guatemala the Agency was approached to build out and execute the inaugural Pepsi Refresh Tour in Jamaica. This ambitious project engaged the full range of the Agency’s skills and capabilities. The Agency developed a multifaceted strategy based on a series of appearances at clubs for the 6 up-and-coming local talents culminating in a performance of the PRT song at the prestigious Reggae Sumfest show in Montego Bay in July.

PRT wrapped around all Pepsi activities for the summer; a UTC to win tickets to Sumfest and other prizes, on-premise and off-premise trade activations; DJ curated mix tape download of the PRT performers, sourcing and distribution of branded premiums at PRT events, partner executions in KFC among other.

The Agency coordinated and executed all aspects of the PRT from artiste selection, contracting and management, creative, ATL and digital media comms, promotional mechanics, event execution etc. Based on the success of the 2015 PRT it was reprised in 2016 with the Agency once again responsible for the strategy and execution.