Dancehall artiste Nigy Boy signs with Double Seven for new campaign

Songs like Judgement, Continent, Risk it All, Options and his latest Big Energy, have made dancehall artiste Nigy Boy a hit among music lovers. The singing sensation has teamed up with Double Seven Energy drink for an exciting new campaign which celebrates ambition, resilience and the energy to rise above. Titled Big Energy, the campaign was inspired by his song of the same name which was produced by hit-maker Troublemekka. It is set to run until January 2027. For Nigy Boy, being selected as the face of the campaign was an unexpected but exciting opportunity. “I was surprised, excited and honoured when I heard I was selected as the face of the Double Seven Energy Drink campaign based on my new song Big Energy,” Nigy Boy told Observer Online recently. The Montego Bay-born artiste, who resides in New York, also had high praise for the product, revealing that Double Seven played a part in his creative process while developing the campaign's jingle. “I think the energy drink is absolutely delightful. It's positively refreshing and maximises performance. I knew I was going to enjoy it from the moment I opened the can. It definitely helped in the writing and composition of the jingle. One sip and the brain was ready to work,” he said. According to Janice Young, Brand Manager for Double Seven Energy Drink, the collaboration is a natural fit, as both the artiste and the brand share a story of resilience, growth and rising above challenges. “We are super excited to be working with Nigy Boy on this campaign simply because it just fits. Despite challenges, Nigy has risen to become an outstanding artiste in the dancehall space. Similarly, Double Seven has continued to rise and establish itself in a very competitive market,” Young explained. “This campaign is about celebrating that determination to keep pushing forward and achieving more. We want our customers to see Double Seven as the energy drink that fuels their ambition and gives them that extra drive to rise above the rest,” Young added. The three-month campaign will feature a specially produced jingle, engaging digital content, radio promotions, giveaways and exciting consumer activations designed to bring the Big Energy experience to life. Throughout the festive season, consumers can also look forward to Big Energy deals at participating outlets islandwide, along with opportunities to win exciting prizes through Double Seven's social media platforms.