{"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\/pl\/creative-bloq-speaks-to-hernan-cerdeiro-heres-why-we-killed-old-jamaica\/","title":{"rendered":"Dlaczego \u2018zabili\u015bmy\u2019 Old Jamaica: prawda kryj\u0105ca si\u0119 za kampani\u0105"},"content":{"rendered":"<h3>Spoczywaj w pokoju, Old Old Jamaica, kultowe brytyjskie piwo imbirowe.<\/h3>\n<p>Creative Bloq przeprowadza wywiad z Hern\u00e1nem Cerdeiro, dyrektorem ds. komunikacji w SAMY na Ameryk\u0119, pomys\u0142odawc\u0105 kampanii.<\/p>\n<p id=\"a440faad-4414-420e-9b5c-d61966ff5e7e\">Istnieje milion sposob\u00f3w podej\u015bcia do kampanii rebrandingowej. Niekt\u00f3re marki wymagaj\u0105 subtelnej od\u015bwie\u017cki, kt\u00f3r\u0105 ludzie zauwa\u017caj\u0105 dopiero po kilku miesi\u0105cach. Inne jednak musz\u0105 dzia\u0142a\u0107 g\u0142o\u015bniej i nie s\u0105dz\u0119, aby jakakolwiek marka zrobi\u0142a tyle ha\u0142asu, co Old Jamaica.<\/p>\n<p>Brytyjska marka piwa imbirowego nie og\u0142osi\u0142a zmiany wizerunku z wielk\u0105 pomp\u0105 i fanfarami; przez osiem miesi\u0119cy \u017cegna\u0142a si\u0119 ze swoj\u0105 poprzedni\u0105 to\u017csamo\u015bci\u0105. Obejmowa\u0142o to tras\u0119 po\u017cegnaln\u0105, akrobacje z listy rzeczy do zrobienia przed \u015bmierci\u0105 oraz zegar odliczaj\u0105cy pozosta\u0142\u0105 liczb\u0119 puszek.<\/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\">Fani byli zaniepokojeni, a puszki pojawi\u0142y si\u0119 na eBayu po zawy\u017conych cenach, dop\u00f3ki nie ujawniono, \u017ce wycofywana jest tylko \u2018stara\u2019 marka Old Jamaica. Wtedy zacz\u0119to zapowiada\u0107 nowy wygl\u0105d.<\/p>\n<p class=\"paywall\" aria-hidden=\"true\">To pierwszy przypadek, jaki znam, kiedy marka inscenizowa\u0142a w\u0142asn\u0105 \u015bmier\u0107, aby przypomnie\u0107 ludziom, jak bardzo j\u0105 lubi\u0105. Najbli\u017cszym por\u00f3wnaniem, jakie przychodzi mi do g\u0142owy, jest sytuacja, w kt\u00f3rej firma M&amp;M's og\u0142osi\u0142a na kr\u00f3tko odej\u015bcie swoich \u2018rzecznik\u00f3w cukierkowych\u2019 po absurdalnym skandalu zwi\u0105zanym z zielonymi cukierkami M&amp;M's. Czy nie by\u0142o to ryzykowne posuni\u0119cie? A co, gdyby nikogo to nie obchodzi\u0142o? Spotka\u0142em si\u0119 z pomys\u0142odawc\u0105 kampanii, Hern\u00e1nem Cerdeiro, dyrektorem ds. komunikacji w SAMY na Ameryk\u0119, aby zapyta\u0107 go, jak zachowa\u0142 zimn\u0105 krew.<\/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\">Ostatnio widzieli\u015bmy wiele subtelnych zmian wizerunku marek. Dlaczego Old Jamaica potrzebowa\u0142a czego\u015b zupe\u0142nie przeciwnego? Bo subtelno\u015b\u0107 nie robi wra\u017cenia, a Old Jamaica nie mo\u017ce by\u0107 mniej subtelna \u2013 jest mocna, musuj\u0105ca i ognista. To nap\u00f3j pe\u0142en charakteru, kt\u00f3ry chowa\u0142 si\u0119 w puszce, kt\u00f3ra wygl\u0105da\u0142a na kompletnie przestarza\u0142\u0105. Przenie\u015bli\u015bmy mark\u0119 w rok 2025, dodaj\u0105c jej koloru, chaosu i charakteru. Musi przyci\u0105ga\u0107 uwag\u0119. Musi mie\u0107 w sobie nieco swobody.<\/p>\n<p class=\"inline-gallery first-slide-only\" data-hydrate=\"true\">To jest Carnival w puszce; stara wersja by\u0142a bardziej \u201ckardiganowa\u201d. A je\u015bli ju\u017c decydujesz si\u0119 na rebranding, to dlaczego nie p\u00f3j\u015b\u0107 na ca\u0142o\u015b\u0107? Nie chodzi\u0142o nam tylko o rebranding; chcieli\u015bmy stworzy\u0107 \u2018moment, w kt\u00f3rym upuszcza si\u0119 mikrofon\u2019. Spos\u00f3b na uhonorowanie przesz\u0142o\u015bci marki, a nie tylko udawanie, \u017ce nigdy nie istnia\u0142a. Pomys\u0142 \u201cwycofania\u201d Old Jamaica zrodzi\u0142 si\u0119 z prostego wyzwania: musieli\u015bmy zrobi\u0107 co\u015b, czego, zgodnie z nasz\u0105 wiedz\u0105, nikt wcze\u015bniej nie zrobi\u0142. I chcieli\u015bmy to zrobi\u0107 z klas\u0105 \u2013 je\u015bli zamierzasz zabi\u0107 mark\u0119, nie powiniene\u015b robi\u0107 tego po cichu.<\/p>\n<p class=\"inline-gallery first-slide-only\" data-hydrate=\"true\">Postawili\u015bmy na wielkie rzeczy \u2013 murale, memy, niecenzuralne filmy i przej\u0119cie kontroli nad karnawa\u0142em. Bardzo zale\u017ca\u0142o nam, aby ludzie t\u0119sknili za Old Jamaica, odwo\u0142uj\u0105c si\u0119 do emocji fan\u00f3w. Fakt, \u017ce Old Jamaica naprawd\u0119 podziela\u0142a wizj\u0119, jak\u0105 mieli\u015bmy w SAMY, oznacza\u0142, \u017ce mogli\u015bmy naprawd\u0119 si\u0119 zaanga\u017cowa\u0107. Poparcie os\u00f3b, kt\u00f3re podejmowa\u0142y wa\u017cne decyzje dotycz\u0105ce strategicznego kierunku marki, mia\u0142o ogromne znaczenie.<\/p>\n<p class=\"inline-gallery first-slide-only\" data-hydrate=\"true\"><a href=\"https:\/\/samy.com\/pl\/case-studies\/old-jamaica\/\" target=\"_blank\" rel=\"noopener\">Dowiedz si\u0119 wi\u0119cej o tym studium przypadku<\/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;\">Zobacz t\u0119 publikacj\u0119 na Instagramie<\/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\">Publikacja udost\u0119pniona przez 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>Nie wycofuj si\u0119, nie t\u0142um tego w sobie i nie ulegaj presji. Oto jak stworzyli\u015bmy na nowo Old Jamaica, klasyczne piwo imbirowe inspirowane Karaibami, warzone w Wielkiej Brytanii.<\/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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