Pepsi joins the Negril dream - Drink company partners with Smirnoff Dream Weekend

Leighton Levy, Gleaner Writer

The Suday Gleaner has been made privy to more cables sent between the Dream Embassy in Negril and The Dream Team in St Andrew.

Apparently, The Smirnoff Dream Weekend will have an official cola, in the name of Pepsi, on board.

According to the cable, released by Wikileeks to The Sunday Gleaner, Pepsi Jamaica is partnering with Smirnoff Dream Weekend to bring a fresh, new touch to the annual summer party festival.

Set for July 29 to August 1, the Smirnoff Dream Weekend parties are expected to inject even more life into the 'funfest' that triggers a mass exodus from all parts of the island into Negril each year.

"[Smirnoff] Dream Weekend is the biggest party weekend in Jamaica and certainly it is all about our consumers going out and having fun partying, and music is obviously a big part of that. So, as we continue to roll out our Pepsi music campaign, this is just a continuation of that," said Carlo Redwood, head of marketing for Pepsi Jamaica, when approached about the cables.

"We've moved from Rebel Salute to Youth View Awards to Carnival, and now we are into summer where it's all about the Dream Weekend, in terms of our patrons going out, having fun, enjoying the best quality music and just having a good time. It really matches our campaign platform around Pepsi and its strong association with music."

According to Redwood, while Smirnoff is the title sponsor and one of the best mixers with Smirnoff Vodka is Ting, Pepsi is also the most common mixer with rum.

"Obviously that's something we are looking to take advantage of in terms of how our product works with the title brand vodka," he said.

"And of course, Pepsi, with its obvious 'mix ability' as it relates to rum, the alcoholic beverages are most consumed on that weekend."

drink responsibly

Of course, through Pepsi's Aqua Essential brand, there will be a strong campaign for patrons to drink responsibly.

"Drinking responsibly is an important part of what we will do there. It's heavy consumption (of alcohol) over quite a few days so Aqua Essential will be a critical part of the 'detox' process that includes being a part of special detox bars that will be set up at all the venues. We will be pushing it, encouraging people to have spacers, to make sure that everybody is okay over the long weekend," Redwood explained.

The Dream Weekend will comprise of Smirnoff Flavours and Twisted Spiritz on July 29, Daydreams and Yush on July 30, Xtreme Wet n Wild and Beer Vibes on July 30 before culminating with Smirnoff Xclusive and an unnamed party on August 1.