The G-Force baton has been passed from reggae/dancehall songstress Tanya Stephens, who originally set the foundation for the brand, to dancehall sensation Michelle Downer, more popularly known as D’Angel.
D’Angel will be the official spokesperson and new face of the campaign, which kicked off on October 4, with a new set of radio commercials blasting the airwaves.
This new media campaign will also include a series of road shows, with stops at targeted wholesale outlets across the island, to promote the new direction of the brand.
“We are ready to take the G-Force brand to another level and we are very confident that with D’Angel as the new face of the brand, we will have that opportunity to penetrate the market,” stated Karlene Walters of J. Wray & Nephew.
The G-Force brand is produced and distributed by J. Wray & Nephew Ltd., and is a roots wine, which is heavily cane-based and also contains several potent ingredients.