Magnum Tonic Wine partners with Patrice Roberts and Ding Dong

Kingston, Jamaica; The Gruppo Campari manufactured and distributed Magnum Tonic Wine has partnered with Trinidadian soca songstress Patrice Roberts and dancehall sensation Ding Dong as they expand the connection with consumers in the region.

Kamal Powell, Regional Marketing Manager at Gruppo Campari for the Caribbean shows to Ding Dong and image of soca songstress Patrice Roberts during an official signing which sees both artiste partnering with Magnum Tonic Wine for activities and engagements across the Caribbean

Magnum Tonic Wine has been impacting popular culture in Jamaica and the wider Caribbean since 1999. The product is a fortified tonic wine with 16.5% alcohol, and includes made with Vigorton 2, a source of iron, minerals and vitamin B6. The brand is Jamaica’s highest-selling tonic wine, and recently launched a modernized facelift for the brand’s packaging’s label over the past 18 months throughout the region to further position the liquid in more diverse consumer spaces.

Roberts is a fitting envoy for the brand, coming on the heels of a successful 2017 Soca season with her Unforgettable collaboration with Kerwin Du Bois and Big Girl Now. Roberts, who made a name for herself alongside Machel Montano and his HD Band, has collaborated with dancehall stars like Busy Signal, will add her signature sass and striking voice to the events and promotions. “Magnum *Tonic Wine is energetic and is a reflection of my energy. I look forward to the opportunity to showcase my diversity,” said Roberts as she lauded the move by the regional brand to choose her as brand ambassador.

Born Kemar Ottey, Ding Dong is the founder of the dancing group Ravers Clavers and brought the dance moves Syvah, Low Mi Nuh and Shampoo to prominence, so much so that Usain Bolt famously performed Ding Dong’s Nuh Linga moves after winning gold at the Olympics in 2008. His breakout single was Holiday, and most recent fast-rising single is Shoulder Fling. A constant chart-topper in dancehall Ding Dong exudes energy on and off the stage and is known to tek charge during his performances. Ding Dong has currently amassed over 10 million accumulative streams on YouTube, and has collaborated with artiste such as Sean Kingston, Elephant Man, Aidonia, Konshens, among a slew of others.

Kamal Powell, Regional Marketing Manager at Gruppo Campari for the Caribbean guides Ding Dong during the official signing which sees the dancehall sensation along with Trinidadian songstress Patrice Roberts partnering with Magnum Tonic Wine for activities and engagements across the Caribbean.

Ding Dong promises to bring vibes and excitement to the partnership. “Magnum is a brand that connects with the man in the streets, It is fun and alive and bold and I am happy to be aligned with this regional brand,” he explained.

Kamal Powell, Regional Marketing Manager at Gruppo Campari for the Caribbean, said the artistes will make appearances on behalf of the brand and will be featured in the promotion: “Patrice Roberts and Ding Dong are bold and powerful talents that shine across the Caribbean. They embody the magnetism of soca and dancehall music, which are the main genres of music from the Caribbean recognized worldwide. We are pleased to have them onboard and anticipate magic as they connect with Magnum Tonic Wine consumers.”