{"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\/pt\/creative-bloq-speaks-to-hernan-cerdeiro-heres-why-we-killed-old-jamaica\/","title":{"rendered":"Por que \u2018mat\u00e1mos\u2019 a Old Jamaica: a verdade por tr\u00e1s da campanha"},"content":{"rendered":"<h3>Descanse em paz, Old Old Jamaica, a ic\u00f3nica cerveja de gengibre brit\u00e2nica.<\/h3>\n<p>A Creative Bloq entrevista Hern\u00e1n Cerdeiro, diretor de cria\u00e7\u00e3o da SAMY para as Am\u00e9ricas, o mentor por tr\u00e1s da campanha.<\/p>\n<p id=\"a440faad-4414-420e-9b5c-d61966ff5e7e\">H\u00e1 milh\u00f5es de maneiras de abordar uma campanha de rebranding. Algumas marcas requerem uma renova\u00e7\u00e3o subtil que as pessoas s\u00f3 notam meses depois. Mas outras precisam de ser mais ousadas, e acho que nunca vi nenhuma fazer tanto barulho como a Old Jamaica.<\/p>\n<p>A marca brit\u00e2nica de cerveja de gengibre n\u00e3o anunciou a sua reformula\u00e7\u00e3o com tambores e fanfarra; realizou uma despedida de oito meses da sua identidade anterior. Isso incluiu uma digress\u00e3o de despedida, acrobacias da lista de desejos e um rel\u00f3gio de contagem regressiva que afirmava mostrar o n\u00famero de latas restantes.<\/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\">Os f\u00e3s ficaram consternados e as latas apareceram no eBay a pre\u00e7os inflacionados, at\u00e9 que foi revelado que apenas a marca \u2018antiga\u2019 Old Jamaica estava a ser descontinuada. Ent\u00e3o come\u00e7ou a divulga\u00e7\u00e3o do novo visual.<\/p>\n<p class=\"paywall\" aria-hidden=\"true\">\u00c9 a primeira vez que vejo uma marca encenar a sua pr\u00f3pria morte para lembrar \u00e0s pessoas o quanto elas gostam dela. A compara\u00e7\u00e3o mais pr\u00f3xima que consigo pensar \u00e9 quando a M&amp;M's anunciou brevemente a aposentadoria de seus \u2018doces porta-vozes\u2019 ap\u00f3s o absurdo esc\u00e2ndalo do M&amp;M verde. N\u00e3o foi uma jogada arriscada? E se ningu\u00e9m se importasse? Conversei com o mentor da campanha, Hern\u00e1n Cerdeiro, diretor de cria\u00e7\u00e3o da SAMY para as Am\u00e9ricas, para perguntar como ele manteve a calma.<\/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\">Recentemente, temos visto muitas reformula\u00e7\u00f5es sutis de marcas. Por que a Old Jamaica precisava do oposto? Porque o sutil n\u00e3o chama a aten\u00e7\u00e3o, e a Old Jamaica n\u00e3o poderia ser menos sutil \u2013 \u00e9 forte, efervescente e ardente. \u00c9 uma bebida cheia de personalidade, que estava escondida numa lata que parecia completamente desatualizada. Lev\u00e1mos a marca para 2025 com cor, caos e atitude. Ela precisa de chamar a aten\u00e7\u00e3o. Ter um pouco de arrog\u00e2ncia.<\/p>\n<p class=\"inline-gallery first-slide-only\" data-hydrate=\"true\">Isto \u00e9 o Carnaval numa lata; o antigo era mais \u201ccardigan\u201d. E se vai fazer uma reformula\u00e7\u00e3o da marca, por que n\u00e3o ir at\u00e9 ao fim? N\u00e3o est\u00e1vamos apenas a perseguir uma reformula\u00e7\u00e3o da marca; est\u00e1vamos a perseguir \u2018um momento mic drop\u2019. Uma forma de honrar o passado da marca, n\u00e3o apenas fingir que ela nunca existiu. A ideia de \u201caposentar\u201d a Old Jamaica surgiu de um desafio simples: precis\u00e1vamos fazer algo que, pelo que sab\u00edamos, ningu\u00e9m jamais havia feito antes. E quer\u00edamos fazer isso com estilo \u2014 se voc\u00ea vai acabar com uma marca, n\u00e3o deve faz\u00ea-lo sem alarde.<\/p>\n<p class=\"inline-gallery first-slide-only\" data-hydrate=\"true\">Fomos em grande estilo \u2013 murais, memes, v\u00eddeos obscenos e uma invas\u00e3o do Carnaval. Quer\u00edamos realmente que as pessoas sentissem saudades da Old Jamaica, explorando a emo\u00e7\u00e3o dos f\u00e3s. O facto de a Old Jamaica ter realmente abra\u00e7ado a vis\u00e3o que t\u00ednhamos na SAMY significava que pod\u00edamos realmente ir em frente. Ter o apoio das pessoas que tomavam as grandes decis\u00f5es sobre a dire\u00e7\u00e3o estrat\u00e9gica da marca foi um divisor de \u00e1guas.<\/p>\n<p class=\"inline-gallery first-slide-only\" data-hydrate=\"true\"><a href=\"https:\/\/samy.com\/pt\/case-studies\/old-jamaica\/\" target=\"_blank\" rel=\"noopener\">Saiba mais sobre este estudo de caso<\/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 publica\u00e7\u00e3o no 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\">Uma publica\u00e7\u00e3o partilhada 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>N\u00e3o recue, n\u00e3o reprima e n\u00e3o ceda \u00e0 press\u00e3o. Veja como reinvent\u00e1mos a Old Jamaica, a cl\u00e1ssica cerveja de gengibre inspirada nas Cara\u00edbas, produzida no Reino Unido.<\/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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