{"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\/nl\/creative-bloq-speaks-to-hernan-cerdeiro-heres-why-we-killed-old-jamaica\/","title":{"rendered":"Waarom we \u2018Old Jamaica\u2019 hebben \u2018afgeschaft\u2019: de waarheid achter de campagne"},"content":{"rendered":"<h3>RIP, Old Old Jamaica, the iconic British ginger beer<\/h3>\n<p>Creative Bloq interviews Hern\u00e1n Cerdeiro, CCO Americas at SAMY, the mastermind behind the campaign.<\/p>\n<p id=\"a440faad-4414-420e-9b5c-d61966ff5e7e\">There are a million ways to approach a rebranding campaign. Some brands require a\u00a0subtle refresh\u00a0that people only notice months after the fact. But others need to go louder, and I don&#8217;t think I&#8217;ve seen any make as much noise as Old Jamaica.<\/p>\n<p>The British ginger beer brand didn&#8217;t announce its rebrand with a drumroll and fanfare; it ran an\u00a0eight-month send-off for its previous identity. That included a farewell tour, bucket-list stunts, and a countdown clock claiming to show the number of cans left.<\/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\">Fans were dismayed and cans appeared on ebay at inflated prices, until it was revealed that only the &#8216;old&#8217; Old Jamaica branding was being retired. Then began the teasing of the new look.<\/p>\n<p class=\"paywall\" aria-hidden=\"true\">It&#8217;s the first time I&#8217;m aware of that a brand has staged its own death to remind people how much they like it. The nearest comparison I can think of is when M&amp;M&#8217;s briefly announced the retirement of their &#8216;spokescandies&#8217; following the absurd\u00a0green M&amp;M scandal. Wasn&#8217;t it a risky move? What if nobody cared? I caught up with campaign mastermind Hern\u00e1n Cerdeiro, CCO Americas at\u00a0SAMY\u00a0to ask him how he held his nerve.<\/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\">We\u2019ve seen a lot of subtle rebrands recently. Why did Old Jamaica need the opposite direction? Because subtle doesn\u2019t slap, and Old Jamaica couldn\u2019t be less subtle \u2013 it\u2019s punchy, fizzy, and fiery. It&#8217;s a drink bursting with personality, which was hiding in a can that looked completely outdated. We dragged the brand into 2025 with colour, chaos, and attitude. It needs to turn heads. Have a bit of swagger.<\/p>\n<p class=\"inline-gallery first-slide-only\" data-hydrate=\"true\">This is Carnival in a can; the old one was more \u201ccardigan\u201d. And if you are going to do a rebrand, why wouldn\u2019t you go all in? We weren\u2019t just chasing a rebrand; we were chasing \u2018a mic drop moment\u2019. A way to honour the past of the brand, not just pretend it never existed. The idea to \u201cretire\u201d Old Jamaica came from a simple challenge: We needed to do something that, to our knowledge, no one had ever done before. And we wanted to do it with style &#8211; if you are going to kill off a brand, you shouldn\u2019t be doing it with a whimper.<\/p>\n<p class=\"inline-gallery first-slide-only\" data-hydrate=\"true\">We went big &#8211; murals, memes, foul-mouthed videos, and a Carnival takeover. We really wanted people to miss Old Jamaica, tapping into the emotion of the fans. The fact that Old Jamaica really brought into the vision we had at SAMY meant we could really go for it. Having the backing of the people who made the big decisions about the strategic direction of the brand was a game-changer.<\/p>\n<p class=\"inline-gallery first-slide-only\" data-hydrate=\"true\"><a href=\"https:\/\/samy.com\/nl\/case-studies\/old-jamaica\/\" target=\"_blank\" rel=\"noopener\">Know More About this Case Study<\/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;\">Ver esta publicaci\u00f3n en Instagram<\/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\">Una publicaci\u00f3n compartida por Old Jamaica (@oldjamaicauk)<\/a><\/p>\n<\/div>\n<\/blockquote>\n<p><script async src=\"\/\/www.instagram.com\/embed.js\"><\/script><\/p>","protected":false},"excerpt":{"rendered":"<p>Ga niet terug op je besluit, laat je niet afschrikken en geef niet toe aan druk. Zo hebben we Old Jamaica, het klassieke, op het Caribisch gebied ge\u00efnspireerde gemberbier dat in het Verenigd Koninkrijk wordt gebrouwen, opnieuw uitgevonden.<\/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 5.0.1.1 - 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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