KINGSTON, Jamaica — Dancehall artiste Nigy Boy is the face of Double Seven Energy Drink’s new “Big Energy” campaign, a three-month promotion inspired by his latest single of the same name.
The campaign, which runs through January 2027, centres on ambition and resilience. It features a specially produced jingle, digital content, radio promotions, giveaways and in-person events.
Nigy Boy, who was born in Montego Bay and is based in New York, told Observer Online he was surprised and honoured to be chosen for the campaign. The singer, known for tracks including “Judgement,” “Continent,” “Risk It All” and “Options,” also helped write and compose the campaign jingle. His single “Big Energy” was produced by Troublemekka.
Double Seven Brand Manager Janice Young said Nigy Boy’s rise in dancehall made him a natural fit for the campaign. She said the partnership draws on the determination he has shown in his career and the brand’s efforts to establish itself in a competitive market.
During the festive season, participating outlets across Jamaica will offer promotional deals, while Double Seven will give customers opportunities to win prizes through its social media pages.
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