Omar Palmer, Marketing Manager for Fortified Wines & Liqueurs at J. Wray & Nephew Limited, explains the reason behind the change: “Magnum Tonic Wine has been impacting dancehall culture and more since 1999, and just like the industry players themselves, it is important for the brand to re-invent its image in keeping with the brazen and magnetic essence of the culture. We didn’t change the product’s liquid, but it definitely has a LOUDER look with the same great Magnum taste. We definitely want all Jamaicans to be the best version of themselves daily, and live LOUDER in any of the many components of our country’s diverse contemporary cultural elements of music, fashion, food, theatre, and more. The brand’s refreshed image provides it with a greater ability to explore new opportunities and aspects of the overall Jamaican pop culture.”
In keeping with the charge of making the brand and our culture LOUDER, Magnum has incorporated the latest generation of Dancehall stars in their campaign. These music and contemporary dance acts include Devin Di Dakta, the current Mangum King of Dancehall, alongside dancers Sherine “Sher” Scarlett, the 2012 International Dancehall Queen, Nickeisha “Head Top,” who was crowned 2013 St. Catherine Dancehall Queen, and the popular Renee “Six-Thirty.”
Devin Di Dakta has been riding high on the success he enjoyed in 2015 where he became the youngest winner of the popular televised talent competition Magnum King of the Dancehall.
‘Magnum is launching a new look and Devin was the perfect choice for the campaign’, said Shellyann Curran, manager for Devin Di Dakta.
‘To be included in Magnum’s new campaign is an opportunity that I really appreciate and I am very delighted. This signifies that the hard work that is being done by me and my team is being recognized and accepted’, Devin commented.
The 20 year old deejay says the association with Magnum has been a major boost for his career.
‘The Magnum brand has helped Devin Di Dakta in so many ways. It is one of the main sponsors for the most watched Talent show on TV which I won last year and it doesn’t end there. Pictures and posts about me are always included on Magnum’s social media pages, and this has helped to broaden my fan base around the world’, Devin added.
Devin, who is nominated for a few awards for the upcoming awards season, will be putting the promotional muscle behind his latest singles Own Boss (produced by Kwashawna Records) and Ayo Ayo which features singer JL (produced by Sly and Robbie).