At the request of importers of Jamaican coffee in Japan, the Jamaica Coffee Exporters Association (JCEA) is about to kick off a ¥6 million (J$6.4 million) marketing campaign inside the Asian country to re-energise demand for the luxurious Blue Mountain brew and diversify its consumption base.
The target of the campaign: The moneyed 30- to 50-year-old demographic.
Jamaican coffee exporters, working with the Association of Japanese Importers of Jamaican Coffee (AJIJC), have tapped the youthful international beauty Yendi Phillipps as the face of the 'JBM Golden Balance Campaign'.
