Jamaica is a land of unparalleled creativity, talent, warmth, strength, and boldness. Yet, the shadow of self-doubt has been holding back the young, skilled Jamaicans from unleashing their boundless potential onto the world stage. Recognizing this hurdle, Pepsi took the initiative to create a powerful campaign to empower the youths of Jamaica, channelling the essence of their identity. Thus was born “JamaICAN.”
This campaign journey began in 2019, marked by a resounding chant echoing encouragement and positivity. In 2021, the second chapter of the campaign emerged, titled “You are the I in JamaICAN,” further emphasizing the individual’s integral role in shaping the nation’s identity. Now, in 2023, Pepsi is unveiling the latest chapter, “JamaICAN Flava,” a project that invites Jamaicans to proudly showcase their distinctive flavours.
Trending Dancehall sensation Laa Lee, no stranger to Pepsi Jamaica after headlining the successful 2022 Reggae Sumfest Digital Campaign, has become the face of the 2023 JamaICAN Flava Campaign. Known for his energetic style and infectious music, the “Bong Bing” hitmaker perfectly embodies the spirit of the campaign. Alongside other talented JamaICAN individuals, the campaign aims to inundate the island with their unique Jamaican flavours.
This dynamic partnership was commended by Laa Lee’s manager, Comar “Frankie” Campbell of Frankie Music. Highlighting the synergy between Laa Lee and Pepsi, he underlined their shared dedication to promoting and elevating dancehall culture.
“The partnership of Laa Lee and Pepsi is perfect as they are both high-energy brands dedicated to promoting and elevating the dancehall culture.” – He added.
Laa Lee’s recent accomplishments include a triumphant four-city tour in the United Kingdom, performing alongside Billboard artist Kranium. With a flourishing career, including becoming a brand ambassador for Magnum Tonic Wine, the entertainer continues to make his mark on the global music scene.