Nigy Boy brings ‘Big Energy’ to new campaign

Dancehall artiste Nigy Boy is taking his latest musical hit beyond the airwaves, joining forces with Double Seven Energy Drink for a new campaign aimed at inspiring consumers to embrace confidence, ambition and a winning mindset.

The partnership forms part of Double Seven’s new three-month BIG ENERGY campaign which runs through to January 2027. Inspired by Nigy Boy’s single, Big Energy, the initiative brings together music, lifestyle and consumer engagement under the rallying message, “Bring Big Energy with Double Seven.”

For Nigy Boy, the collaboration represents an exciting opportunity to connect his music with a brand whose message resonates with his personal journey.

“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, produced by super producer Troublemekka,” he said.

Nigy Boy also expressed his appreciation for the product, describing it as “refreshing” and revealing that it even contributed to the creative process behind the campaign’s specially developed jingle.

Brand manager for Double Seven Energy Drink, Janice Young, said the decision to partner with Nigy Boy was driven by the similarities between his journey and the brand’s own growth in the competitive energy drink market.

“Nigy Boy represents the kind of determination and resilience that we want this campaign to celebrate. He has continued to push beyond challenges and establish himself as a recognised name in dancehall, and that spirit mirrors the journey of Double Seven as we continue to grow and strengthen our presence in the market,” Young explained.

She added that the campaign is designed to connect with consumers who are ambitious, motivated and constantly striving for more.

Over the three-month period, the campaign will roll out across multiple platforms, including a specially produced jingle, digital content featuring Nigy Boy, radio promotions, consumer give-aways and on-the-ground activations.

The festive season will also bring opportunities for consumers to enjoy special promotional deals at participating outlets islandwide, along with exciting prize opportunities through Double Seven’s social media platforms.

With music, entertainment and consumer experiences at the heart of the initiative, Double Seven is looking to make BIG ENERGY a defining part of the upcoming festive season.