Shine to highlight ginger beer mixer

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

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

Shine's strategy includes creating 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 focus on Old Jamaica Ginger Beer Light will have a halo effect on the brand as a whole.'

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