Old Jamaica ginger beer is bidding farewell after 34 years in an irreverent new social media campaign which leads up to a dramatic countdown.
Led by Samy Media, the social media campaign has kicked off with a video which shows Old Jamaica shelf stacker Tom deliver a foul mouthed speech.
“When the company started 25 years ago I also started as a shelf stacker and now 25 years later What the f*** I still hold the same position. And just like a rock band saying goodbye to its fans its time for Old Jamaica Ginger Beer to bid farewell to its beloved drinkers,” he says before critiquing the solemn violin music that ensues.
“Not that type of farewell. This is not the last dance because, well, cans don’t even dance.”
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It will be followed by a surrounding content series, and the campaign is also being supported by teaser activations running on buses which read “Farewell Old Jamaica”.
In addition, a lengthy farewell tour will feature activations showing Old Jamaica ginger beer cans in unusual locations and scenarios.
“When a case can be told starting from any medium or channel, it is truly channel and platform agnostic, and in our opinion, that is the way it should be,” said Samy Alliance global creative director Santiago Lucero.
He added that the campaign was the result of “true collaboration across countries, disciplines and positions”.
The campaign will be finalised with a final Can Down website which features a real time counter showing the number of Old Jamaica cans left in the market before they are no longer.
“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,” said Beliv Company senior global marketing head Alfonso Haces.
In the meantime, fans expressing their sorrow at the departure of the brand are in with a chance of being featured on Old Jamaica’s social media:
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