STRATEGY
Old Jamaica, the UK’s #1 ginger beer is an iconic fixture on supermarket shelves but recent years had seen sales decline and cultural relevance fade. With a rebrand on the horizon, the client needed to cut through a stagnant soft drinks category, reignite brand love, drive awareness, and build anticipation for the refreshed look.
Instead of a traditional relaunch, we staged a dramatic farewell. The brand teased its own disappearance, fuelling FOMO, nostalgia, and speculation. We used a bold mix of owned, earned and paid activity including a hero film and creative suite, reactive community and influencer engagement, organic social and paid media execution, Notting Hill Carnival brand takeover, OOH, retail, offline and event presence.
“Fans debated the disappearance, generated UGC, and reignited affection for the brand, turning a rebrand into a cultural moment. Old Jamaica didn’t just return. It came back louder, bolder, and more loved than ever.”
SAMY 2025
© DEFENSE OF CONSUMERS FOR CLAIMS
SAMY 2025 © DEFENSE OF CONSUMERS FOR CLAIMS
