Old Jamaica Ginger Beer returns to the UK market with a ‘fiery’ new comeback.

This move comes after the beverage brand launched a dramatic farewell campaign last August, which included activations across London, including The Notting Hill Carnival reading ‘Farewell Old Jamaica’.

The rebrand, devised by social-first agency Samy Alliance, is designed to bring back hardcore fans of the drink and will include a multi-faceted campaign that will run until June.

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It will aim to drive audience participation on Old Jamaica’s social and digital channels.

Hernán Cerdeiro, SAMY Alliance CCO Americas and campaign lead, said: “We got plenty of eyes on our retirement campaign, and yes, a lot of people weren’t happy, but this time, no bullsh*t, Old Jamaica is here to stay.”

“Since we ‘killed’ Old Jamaica back in August last year, we’ve seen some pale imitations of our campaign. You can’t kill off a brand, then try to resurrect it three days later in the hope of generating social media chat. If your brand doesn’t have a solid backstory and reason for its retirement, you’re just asking for trouble.”