What better way to promote a Bajan product in a new and exciting way than with a group of talented young people who by their very nature embody these elements. That is what WIBISCO has done with its new advertising campaign for the popular Tea Time biscuit brand featuring the band Cover Drive.

Ms. Diane Payne, WIBISCO Marketing Manager, said she was excited to have been able to sign Cover Drive for the campaign. She said, “We wanted to creatively communicate the youthful, fresh and fun side of the Tea Time brand locally and regionally and Cover Drive was gracious enough to agree to be the face of the campaign” she added, “This is the first time WIBISCO has worked with the group in this way and it was a pleasure.”

The local partnership was also a first for Cover Drive, whose members are Amanda Reifer, T-Ray Armstrong, Barry “Bar-Man” Hill and Jamar Harding. Lead singer Reifer confirmed that while they had promoted a brand in the UK, they were very proud to be supporting a Barbadian product. She said, “We are thrilled to be the face of Tea Time and that WIBISCO has trusted us as the image of their brand.”

Ms. Payne also spoke of plans for further collaborations with Cover Drive that would involve them working to support the band’s charitable and outreach programmes locally. She confirmed, “The advertising campaign is only one element of this relationship and there are other projects we will be working on as a team.”

Cover Drive completed the photography for the new advertising campaign just before they jetted off to the UK for a series of concerts. The new Tea Time campaign is scheduled to begin in November 2013.