Soca fans may have been surprised to see US-based Trini-born star Lyrikal (Devon Martin) on Campari billboards around Port-of-Spain during Carnival 2025 festivities, but Campari Caribbean was thrilled to announce that it had signed the soca icon as the brand’s newest ambassador. The signing took place in early February at an intimate ceremony with members of the Campari family present to witness the momentous occasion.
Dubbed as “The King of Carnival”, Campari’s partnership with Lyrikal stems from the artiste’s undeniable talent which embodies the spirit of Campari Red Passion. In a release, the company said that Lyrikal’s classic expression of creative passion through his rich heritage offers a timeless style, magnetic charm and an ever-evolving story that captivates and intrigues audiences—and proved to be a perfect fit for the Italian-based brand, which is distributed in the region by Wray and Nephew Ltd from Jamaica and via AMCO locally.
Beaming with elation moments after the signing, Lyrikal said: “Being the toast of Campari is a privilege and a passion. I have long enjoyed Campari, and now, I look forward to contributing to and writing my chapter in the book of Campari.”
The Campari team expressed equal excitement about this partnership as expressed by marketing manager, export, Theresa Higgins-Edwards, who said: “We are absolutely excited to have Lyrikal as part of the Campari family. He is an incredibly talented artiste who completely exudes the traits of Campari Red Passion. This Carnival season was undoubtedly an unforgettable one and we encouraged all masqueraders to join us in making memorable moments as we immersed ourselves in the wonderful culture of Trinidad and Tobago’s Carnival.” Read More
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