The ‘Greatest Reggae Show on Earth’, Reggae Sumfest, will this year celebrate its 29th anniversary with Pepsi Cola Jamaica, which is on board yet again for another exciting physical staging, following the festival’s two-year hiatus from a face-to-face event due to the COVID-19 pandemic.

Pepsi Cola noted that, over the years, it has forged a partnership with Downsound Records, adding great value, quality products and its own entertainment to the event each year.

As the exclusive non-alcoholic beverage sponsor, Pepsi Cola Jamaica will be providing its line of products, such as Pepsi, Ting, Old Jamaica Ginger Beer, and an assortment of Ocean Spray products.

According to Yanique Dawkins, brand coordinator at Pepsi Cola Jamaica, the company is pleased to support Reggae Sumfest as Pepsi Cola has long been associated with the high-calibre event, and with music and entertainment in general.

“It is a pleasure to be a part of Jamaica’s own Reggae Sumfest for another year. Pepsi Cola is known for our great love and association with music on a global scale. In fact, music is in Pepsi’s DNA. We’re excited to be back on the ground and in person with the patrons and we have so much in store,” she said.

Leading up to the highly anticipated event, Pepsi launched its ‘BONG BING! Issa Giveaway!’ with dancehall artiste Laalee Ranks.

The promotional campaign encouraged loyal consumers to dance their way to Reggae Sumfest by sharing a video on Instagram drinking Pepsi and doing the Bong Bing Challenge to win tickets to the event.

Pepsi Cola said an interactive experience awaits 30 campaign winners, as well as more than 100 consumers chosen in Pepsi outlets islandwide, at the Pepsi booth which will be hosted by new media influencers Rushane ‘RushCam’ Campbell and Tanaania.

Dawkins said the booth would be well outfitted with the JamaICAN-themed campaign, filled with high-energy, life-sized games and prizes and an appearance from Laalee Ranks.

In June, in preparation for the event’s ‘Green Reggae Sumfest Festival’, Downsound Entertainment — producers of the annual festival, Pepsi, and other sponsors did a massive beach clean-up at Catherine Hall Beach in Montego Bay and collected more than 2,000 pounds of garbage and recyclable materials.

Reggae Sumfest began on Monday, July 18 with Street Dance at Pier One.

The staple All-White Party happens on tonight (July 19) at Pier One, while the all-black Blitz takes place on tomorrow at Lounge 27/27. On Thursday (July 21), entertainment lovers are back at Pier One for Global Sound Clash. The festival climaxes on Friday (July 22) and Saturday (July 23) with live music featuring Jamaica’s top music artistes.