Contributed
Tarrus Riley is beside the ocean for the Ocean Spray campaign.

Krista Henry and Mel Cooke, Gleaner Writers

In a culture dominated by popular music, it is natural that the producers of goods and services that are geared towards the mass market would use entertainers to put a familiar face on their offerings.

So, for some time, bMobile prepaid customers have had 'Doctor' Beenie Man and a 'cross, angry, miserable' Bounty Killer on their phonecards, with Busy Signal and Aidonia more recent additions to the telecommunications company's dancehall face.

Wayne Marshall has 'wu-wu-wued' away for Western Union, with selector Delano of Renaissance mixing away the delights of Jamaica National's Moneygram money transfer service.

He is not the only sound system operator who has been the face of a non-musical corporate product, as for some time Guinness put its dark, bitter strength behind the Stone Love Movements, that association changing to Magnum Tonic Wine last year.

One of the very few, if not the only, women to endorse a drink targeted at the male market is Tanya Stephens, who is the spokesperson for G-Force.

Various jingles done

And before a lyrical gaffe on Dancehall Night of one particular Reggae Sumfest festival, deejay Kip Rich was the face of renowed patty maker Mother's. Beenie Man is also the face of the Power Patty for Tastee. In addition, various jingles have been done for popular products by entertainers, Beenie Man and Ce'Cile furnishing their voices for Courts Jamaica Ltd, and General B exploring the soft drink world of Busta.

However, while patties, remittance services, phonecards and alcoholic beverages do not require the product's entertaining face to have a personal commitment to a particular lifestyle, it is different for goods aimed at the wellness market.

Believability

A certain level of believability is required, not only in terms of the spokesperson's healthy appearance but also his/her deportment in everyday life. After all, a person who endorses a healthy product would not be expected to be seen consuming copious amounts of alcohol, especially with the omnipresent camera publicising the most private of behaviour.

Recently, Tarrus Riley was made the official spokesperson locally for Ocean Spray. That beverage is a healthy drink, especially in the cranberry flavour. According to managing director of Wisynco, William Mahfood, distributors of Ocean Spray, Jamaica has the highest per-capita consumption of cranberry in the world.

At the launch of the campaign held recently at Devon House, it was reported in the STAR that the artiste stated he is very conscious about health issues.

He said: "I believe that cranberry juice is refreshing and healthy and I never knew that so many Jamaicans consume cranberry juice. I am pleased to endorse the Ocean Spray products." Mahfood went on to explain why Riley was chosen as the new face of the campaign. "We believe that Tarrus Riley was the perfect candidate to be associated with the brand. His strong talent and versatility, powerful lyrics and his image of health and mass appeal are all powerful characteristics to be associated with," Mahfood said.

Similarities

Country manager of Wisynco, Tamara Ward, also pointed out certain similarities between Tarrus and Ocean Spray, some of which include quality, being hard-working, in the limelight, uplifting, not pushy and knowing one's worth.

Before Riley, reggae rock revolutionists Rootz Underground were the faces of Ocean Spray, making appearances for them in 2007. Lead singer of Rootz Underground, Stephen Newland, is known for leading a healthy lifestyle. He recently told The Sunday Gleaner that he has has a regular exercise routine as well as a steady herbal diet.

Health watcher

And a few years ago, Nadine Sutherland became the face of Supligen Soy, a move she says coincides with her lifestyle. According to Sutherland, who is a known health watcher, she uses the authentic product and, as such, is true to it.

She says she uses soyabean products and would replace all lactose products with soya to enhance her healthy lifestyle. Sutherland reiterates that she cannot support a product she doesn't enjoy. "For me it's something I like. I don't think it makes my image better or worse," she said.