Today, Island Sipz Water unveiled its latest campaign featuring Shafiqua Maloney, an athlete set to represent Saint Vincent and the Grenadines at the Paris 2024 Olympics. The campaign, titled “Beyond Expectations,” premieres this Friday and will be showcased across social media, digital platforms, and television networks.
Maloney, who signed an endorsement deal with Island Sipz in May, anchors the new campaign that highlights strength, resilience, and the pursuit of excellence—qualities epitomized by both the brand and the athlete. The middle-distance runner has recently improved her personal bests in the 800-meter and 400-meter races, resetting the national record in the 400 meters.
Island Sipz Water, known for its superior quality and taste, is produced using an advanced eight-step filtration process that utilizes water sourced from the volcanic slopes of St. Vincent & the Grenadines. The brand is owned by the East Caribbean Group of Companies (ECGC) through its subsidiary East Caribbean Bottlers Inc. ECGC, founded in 1977, is a major player in the region’s flour, feed, rice, and beverage industries.
Reflecting on the experience of filming the ad, Maloney said, “The experience of filming this ad was very enjoyable and an eye-opening experience learning about the bottled water industry. I am happy to be the Ambassador for Island Sipz Water and I appreciate ECGC and their support. The Island Sipz story truly connects with people and introduces them to superior hydration.”
Odion Marc Hillocks, ECGC’s Head of Commercial & Innovation, emphasized the campaign’s focus on authenticity. “We focused on delivering a communication campaign built on the authenticity of both the Island Sipz brand and Shafiqua Maloney,” he said. “ECGC is proud to support Shafiqua, who we believe is the ideal person to represent Island Sipz, as both embody excellence, the best of Saint Vincent & the Grenadines, and the resilience of the Caribbean.”
The first advertisement will debut at 2:30 p.m. this Friday on the Island Sipz Water Instagram page, just before Maloney departs for Paris with other members of the Vincentian 2024 Olympic team.