Shine scoops ginger beer brand

by Hannah Marriott , PR Week UK 30-Jan-08, 10:16

Soft drink brand Old Jamaica Ginger Beer has hired Shine Communications as it seeks to target its new diet variant to young, chic female consumers.

The agency has been appointed to position Old Jamaica Ginger Beer Light as the fashionable mixer of choice, particularly for women aged 20 to 25.

The agency's strategy includes creating a range of special serving suggestions and cocktails using the mixer. These include a cocktail named Golden Glam Rock (pictured) which was sampled at Kate Moss's recent 34th birthday party.

Shine creative director Rana Reeves said the campaign would include even more ‘opinion former' sampling and added that the agency had been appointed after a non-competitive pitch.