East Caribbean Bottlers Inc. (ECBI) had not long opened when the Primary School’s Performing Arts Festival (PRISPAF) began in 2015. In looking for ways to promote and reintroduce Ju-C, especially to the children, we were allowed to piggy-back on the event by being present at the two Grand Days to give out samples and to contribute cases of product and T-Shirts as prizes for the winning schools and students. It was then that the team expressed interest at becoming fully involved in the 2016 event.
ECGC agreed to a corporate sponsorship of $3,000 which allowed us to be the sole sponsor of the event. In addition, the company contributed 100 cases of 600mL Cola and Mr Yves Guillaume of Taste-Maker Manufacturing Co. Ltd. very generously agreed to do the same, allowing us to use the captive young audience to promote the Ju-C Cola.
The Festival was launched on 19 January, 2016, at the National Library’s Conference Room. The event, chaired by Deputy Cultural Officer, Nigel Morgan, saw performances from Rodney Small and Zachary James along with brief remarks from representatives from the Ministry of Tourism, Sports and Culture, Ministry of Education, National Reconciliation and Ecclesiastical Affairs and Marketing Manager of ECGC – Rachel Haslam.
Samples of Cola only, were distributed by the marketing team at 41 of the 54 participating primary schools covering the length and breadth of the island and Bequia.. The schools that we did not get to, received cases of Cola and sample cups on 10 March and handled their own sample distribution. The Cola samples were well received throughout the schools by some 6,500 children. The students and teachers alike became excited once the Ju-C van arrived. The team was often welcomed to the school by the sound of ‘Ju-C Ju-C, drink today…’
We also attended the culmination of the Festival – the Grand Days – on March 8 and 9. We provided poured drinks for the 1,400 students and teachers who attended the Awards Ceremony and this time we offered Cream Soda in addition to the Cola. We supplied prizes for the winners of the various categories: Ju-C exercise books and pencil cases filled with stationary were distributed to some 255 children.