Old Jamaica opens 'farewell' campaign as axe looms

Old Jamaica, which is claimed to be the UK’s favourite ginger beer drink, is running a novel campaign to say goodbye following the decision by parent Beliv Company to pull the plug on the brand.

The “Farewell Old Jamaica” campaign, led by Samy Alliance, is thought to be one of the first times a brand has flagged up its exit from any market. The activity aims to celebrate the 34-year-old ginger beer and its legacy before it bids “au revoir”.

The reason for its demise is not known; in fact some commentators have been left wondering whether it is simply a publicity stunt. However, Beliv Company insists the multi-faceted campaign will run with “many unpredictable twists and turns mapped out”, together with “an ability to flex to consumer reactions and world events”.

It has been conceived as a social-first campaign and will feature videos to launch the narrative. The brand maintains a supporting mix of social, digital and out of home advertising together with surprising creative stunts will bring the curtain down on the brand “in grand style”.

The activity has kicked off kicks off with a farewell speech from an Old Jamaica shelf-stacker pushed out on the brand’s social media channels. Delivering the news, “Tom” scolds the overly emotional violin accompaniment, has to check his script, and has a crisis of confidence when he realises his lack of career progression in his 25 years on the factory floor – setting the tone for the rest of this farewell campaign.

The announcement is being supported by out of home teaser activations running on buses with the words “Farewell Old Jamaica”.

The brand will then be embarking on a lengthy farewell tour in the form of a social media content series, including videos of the Old Jamaica can putting in a guest appearance at concerts, football matches, convenience stores and bars – for those who have missed out on the party to date.

Old Jamaica will also fulfil its ultimate wishes in guerilla mode, completing a farewell bucket list that will feature the ginger beer in unconventional scenarios.

As the curtain closes on the ginger beer brand, Old Jamaica will end with a final “can-down” – a website featuring a real time counter showing the number of Old Jamaica cans left in the market.

Beliv Company global marketing head Alfonso Haces commented: “For 34 years, Old Jamaica has been more than just a drink; it’s been a vibrant part of our lives, infusing the bold spirit of Jamaica into every sip around the world. Now, as we bid farewell, we’re not whispering goodbye in silence – we’re shouting it from the rooftops with the world’s first farewell campaign for a brand.”

Samy Alliance CCO Americas and campaign lead Hernán Cerdeiro added: “How do you say goodbye to the country’s favourite ginger beer? By giving it the ultimate send off. The chance to ‘retire a brand’ was something that we relished, simply because as far as we can work out, it had never been done before so publicly.

“We wanted to give Old Jamaica’s loyal customers one last chance to say goodbye, to take that final sip, and see the can ride off into the sunset. To be given that unique opportunity, by a brand that trusted us entirely, was one that we grabbed with both hands and allowed us to get really creative with the campaign.

“This was a truly collaborative process within Samy Alliance, having the opportunity to take advantage of all our capabilities and global teams, from creativity to media, influencers, data, community management and production; and of course the full buy-in from our great client into this crazy idea, meant the whole thing was possible.”

Whether the campaign will prove so successful that the brand is brought back from the brink remains to be seen.