{"id":1086,"date":"2025-10-27T13:50:36","date_gmt":"2025-10-27T13:50:36","guid":{"rendered":"https:\/\/samy.com\/?p=1086"},"modified":"2026-02-19T15:18:05","modified_gmt":"2026-02-19T15:18:05","slug":"creative-bloq-speaks-to-hernan-cerdeiro-heres-why-we-killed-old-jamaica","status":"publish","type":"post","link":"https:\/\/samy.com\/fi\/creative-bloq-speaks-to-hernan-cerdeiro-heres-why-we-killed-old-jamaica\/","title":{"rendered":"Miksi \u2018tapasimme\u2019 vanhan Jamaikan: kampanjan takana oleva totuus"},"content":{"rendered":"<h3>RIP, Old Old Jamaica, ikoninen brittil\u00e4inen inkiv\u00e4\u00e4riolut<\/h3>\n<p>Creative Bloq haastattelee Hern\u00e1n Cerdeiroa, SAMY:n Amerikan-alueen markkinointijohtajaa, joka on kampanjan suunnittelija.<\/p>\n<p id=\"a440faad-4414-420e-9b5c-d61966ff5e7e\">Br\u00e4ndin uudistamiseen on miljoonia tapoja. Jotkut br\u00e4ndit tarvitsevat hienovaraisen p\u00e4ivityksen, jonka ihmiset huomaavat vasta kuukausia my\u00f6hemmin. Toiset taas tarvitsevat voimakkaampaa uudistusta, enk\u00e4 usko, ett\u00e4 olen n\u00e4hnyt yht\u00e4\u00e4n niin paljon huomiota her\u00e4tt\u00e4v\u00e4\u00e4 uudistusta kuin Old Jamaican.<\/p>\n<p>Brittil\u00e4inen inkiv\u00e4\u00e4rioluen tuotemerkki ei ilmoittanut br\u00e4ndin uudistamisesta rumpujen p\u00e4rin\u00e4ll\u00e4 ja fanfaareilla, vaan j\u00e4rjesti kahdeksan kuukautta kest\u00e4neen j\u00e4\u00e4hyv\u00e4iskampanjan vanhalle identiteetilleen. Kampanja sis\u00e4lsi j\u00e4\u00e4hyv\u00e4iskiertueen, bucket list -stuntteja ja laskuri, joka n\u00e4ytti j\u00e4ljell\u00e4 olevien t\u00f6lkkien m\u00e4\u00e4r\u00e4n.<\/p>\n<aside class=\"hawk-root\" data-block-type=\"embed\" data-render-type=\"fte\" data-skip=\"dealsy\" data-widget-type=\"seasonal\" data-widget-id=\"f10ace54-7792-47dd-84ac-2a027fcc2627\" data-result=\"missing\"><\/aside>\n<p id=\"a440faad-4414-420e-9b5c-d61966ff5e7e-2\" class=\"paywall\" aria-hidden=\"true\">Fanit olivat tyrmistyneit\u00e4, ja t\u00f6lkit ilmestyiv\u00e4t eBayhin ylihinnoiteltuina, kunnes paljastui, ett\u00e4 vain \u2018vanha\u2019 Old Jamaica -br\u00e4ndi oli poistumassa k\u00e4yt\u00f6st\u00e4. Sitten alkoi uuden ilmeen esittely.<\/p>\n<p class=\"paywall\" aria-hidden=\"true\">T\u00e4m\u00e4 on ensimm\u00e4inen kerta, kun tied\u00e4n br\u00e4ndin lavastaneen oman kuolemansa muistuttaakseen ihmisille, kuinka paljon he pit\u00e4v\u00e4t siit\u00e4. L\u00e4hin vertailukohta, joka tulee mieleeni, on M&amp;M:n lyhyt ilmoitus \u2018puhujakarkkiensa\u2019 el\u00e4kkeelle j\u00e4\u00e4misest\u00e4 absurdin vihre\u00e4n M&amp;M-skandaalin j\u00e4lkeen. Eik\u00f6 se ollut riskialtis liike? Ent\u00e4 jos kukaan ei olisi v\u00e4litt\u00e4nyt? Tapasin kampanjan suunnittelijan Hern\u00e1n Cerdeiron, SAMY:n CCO Americasin, ja kysyin h\u00e4nelt\u00e4, miten h\u00e4n pysyi rauhallisena.<\/p>\n<div id=\"slice-container-imageGallery-hA2D8JfkvWJ45PuJQ4wzCU-yJn2Kn060eVTfGnqE3m2nmyqKTTkxPeg\" class=\"slice-container imageGallery-wrapper imageGallery-hA2D8JfkvWJ45PuJQ4wzCU-yJn2Kn060eVTfGnqE3m2nmyqKTTkxPeg slice-container-imageGallery slice-hydrated\">\n<p class=\"inline-gallery first-slide-only\" data-hydrate=\"true\">Olemme viime aikoina n\u00e4hneet paljon hienovaraisia br\u00e4ndiuudistuksia. Miksi Old Jamaica tarvitsi p\u00e4invastaisen suunnan? Koska hienovarainen ei ole tarpeeksi vaikuttava, ja Old Jamaica ei voisi olla v\u00e4hemm\u00e4n hienovarainen \u2013 se on voimakas, kuohuva ja tulinen. Se on juoma, joka pursuaa persoonallisuutta, mutta joka oli piilotettu t\u00e4ysin vanhanaikaiseen t\u00f6lkkiin. Veimme br\u00e4ndin vuoteen 2025 v\u00e4reill\u00e4, kaaoksella ja asenteella. Sen on her\u00e4tt\u00e4v\u00e4 huomiota. Sen on oltava hieman r\u00f6yhke\u00e4.<\/p>\n<p class=\"inline-gallery first-slide-only\" data-hydrate=\"true\">T\u00e4m\u00e4 on karnevaali purkissa; vanha versio oli enemm\u00e4nkin \u201cneuletakki\u201d. Ja jos aiot tehd\u00e4 br\u00e4ndin uudistuksen, miksi et menisi siihen t\u00e4ysill\u00e4? Emme vain tavoitelleet br\u00e4ndin uudistusta, vaan \u2018mikrofonin pudottamisen hetke\u00e4\u2019. Tapa kunnioittaa br\u00e4ndin menneisyytt\u00e4, ei vain teeskennell\u00e4, ett\u00e4 sit\u00e4 ei olisi koskaan ollutkaan. Ajatus Old Jamaican \u201cel\u00e4kkeelle siirt\u00e4misest\u00e4\u201d syntyi yksinkertaisesta haasteesta: Meid\u00e4n piti tehd\u00e4 jotain, mit\u00e4 kukaan ei meid\u00e4n tiet\u00e4\u00e4ksemme ollut koskaan ennen tehnyt. Ja halusimme tehd\u00e4 sen tyylill\u00e4 \u2013 jos aiot lopettaa br\u00e4ndin, sit\u00e4 ei kannata tehd\u00e4 itkuisella \u00e4\u00e4nell\u00e4.<\/p>\n<p class=\"inline-gallery first-slide-only\" data-hydrate=\"true\">Teimme suuria asioita \u2013 sein\u00e4maalauksia, meemej\u00e4, kiroilevia videoita ja karnevaalin valtauksen. Halusimme todella, ett\u00e4 ihmiset kaipaisivat Old Jamaicaa, ja hy\u00f6dynsimme fanien tunteita. Se, ett\u00e4 Old Jamaica todella omaksui SAMY:n vision, tarkoitti, ett\u00e4 voimme todella panostaa siihen. Se, ett\u00e4 saimme tuen ihmisilt\u00e4, jotka tekiv\u00e4t suuria p\u00e4\u00e4t\u00f6ksi\u00e4 br\u00e4ndin strategisesta suunnasta, oli k\u00e4\u00e4nteentekev\u00e4\u00e4.<\/p>\n<p class=\"inline-gallery first-slide-only\" data-hydrate=\"true\"><a href=\"https:\/\/samy.com\/fi\/case-studies\/old-jamaica\/\" target=\"_blank\" rel=\"noopener\">Lis\u00e4tietoja t\u00e4st\u00e4 tapaustutkimuksesta<\/a><\/p>\n<\/div>\n<div id=\"slice-container-imageGallery-hA2D8JfkvWJ45PuJQ4wzCU-yJn2Kn060eVTfGnqE3m2nmyqKTTkxPeg\" class=\"slice-container imageGallery-wrapper imageGallery-hA2D8JfkvWJ45PuJQ4wzCU-yJn2Kn060eVTfGnqE3m2nmyqKTTkxPeg slice-container-imageGallery slice-hydrated\">\n<div class=\"inline-gallery first-slide-only\" data-hydrate=\"true\"><\/div>\n<\/div>\n<article><\/article>\n<article><\/article>\n<article><\/article>\n<article><\/article>\n<blockquote class=\"instagram-media\" style=\"background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 540px; min-width: 326px; padding: 0; width: calc(100% - 2px);\" data-instgrm-captioned=\"\" data-instgrm-permalink=\"https:\/\/www.instagram.com\/reel\/C_C22QiuQ3v\/?utm_source=ig_embed&amp;utm_campaign=loading\" data-instgrm-version=\"14\">\n<div style=\"padding: 16px;\">\n<p>&nbsp;<\/p>\n<div style=\"display: flex; flex-direction: row; align-items: center;\">\n<div style=\"background-color: #f4f4f4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;\"><\/div>\n<div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center;\">\n<div style=\"background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;\"><\/div>\n<div style=\"background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;\"><\/div>\n<\/div>\n<\/div>\n<div style=\"padding: 19% 0;\"><\/div>\n<div style=\"display: block; height: 50px; margin: 0 auto 12px; width: 50px;\"><\/div>\n<div style=\"padding-top: 8px;\">\n<div style=\"color: #3897f0; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: 550; line-height: 18px;\">Katso t\u00e4m\u00e4 julkaisu Instagramissa<\/div>\n<\/div>\n<div style=\"padding: 12.5% 0;\"><\/div>\n<div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\">\n<div>\n<div style=\"background-color: #f4f4f4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"><\/div>\n<div style=\"background-color: #f4f4f4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\"><\/div>\n<div style=\"background-color: #f4f4f4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"><\/div>\n<\/div>\n<div style=\"margin-left: 8px;\">\n<div style=\"background-color: #f4f4f4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"><\/div>\n<div style=\"width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg);\"><\/div>\n<\/div>\n<div style=\"margin-left: auto;\">\n<div style=\"width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"><\/div>\n<div style=\"background-color: #f4f4f4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"><\/div>\n<div style=\"width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"><\/div>\n<\/div>\n<\/div>\n<div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;\">\n<div style=\"background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\"><\/div>\n<div style=\"background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\"><\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<p style=\"color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; line-height: 17px; margin-bottom: 0; margin-top: 8px; overflow: hidden; padding: 8px 0 7px; text-align: center; text-overflow: ellipsis; white-space: nowrap;\"><a style=\"color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px; text-decoration: none;\" href=\"https:\/\/www.instagram.com\/reel\/C_C22QiuQ3v\/?utm_source=ig_embed&amp;utm_campaign=loading\" target=\"_blank\" rel=\"noopener\">Old Jamaica (@oldjamaicauk) jakama julkaisu<\/a><\/p>\n<\/div>\n<\/blockquote>\n<p><script async src=\"\/\/www.instagram.com\/embed.js\"><\/script><\/p>","protected":false},"excerpt":{"rendered":"<p>\u00c4l\u00e4 per\u00e4\u00e4nny, \u00e4l\u00e4 pid\u00e4 sit\u00e4 sis\u00e4ll\u00e4si, \u00e4l\u00e4k\u00e4 anna periksi paineelle. N\u00e4in uudistimme Old Jamaican, klassisen Karibian inspiroiman inkiv\u00e4\u00e4rioluen, joka valmistetaan Isossa-Britanniassa.<\/p>","protected":false},"author":2,"featured_media":1153,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"footnotes":""},"categories":[53],"tags":[29],"thought-leadership":[46],"class_list":["post-1086","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-influencer","tag-blog","thought-leadership-cultural-capital"],"acf":[],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 4.9.9 - aioseo.com -->\n\t<meta name=\"description\" content=\"Don\u2019t backtrack, don\u2019t bottle it, and don\u2019t bow to pressure. 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