Old Jamaica

Food & Beverage
UK / NEU
Social Media
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.

STRATEGY

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.”
11M+
Paid impressions
80M+
PR impressions
94% | vs 50% target
Reach
18%
Sales lift in Q4
26K+
Clicks to campaign site

RELATED PROJECTS

Climb Festival

If it’s intense, it’s Takis

Move Responsibly Together