Old Jamaica has announced it is to undergo a brand refresh, ending speculation over its future.
The ginger beer brand had sparked outcry after announcing last month it was to be retired after 34 years “in a blaze of glory”.
However, the OOH adverts and social media campaign have proven to be little more than a marketing gimmick to spark interest in a forthcoming rebrand.
In a post on social media today (24 October), Old Jamaica asked: “Did anyone actually think we were signing off?”
The video goes on to state: “We’re not f***ing leaving. It’s our iconic look we are bidding farewell to. Time for a well deserved refresh. Stay tuned.”
Fans of the brand reacted with a mixture of anger and relief.
“You rotters! I thought my Xmas was gonna be ruined,” commented one user.
“You’ve made me look like a fool to my friends and family,” quipped another.
“I knew it was a rebrand, but it doesn’t need rebranding at all, the look is iconic,” added a third.
Read more: Old Jamaica ginger beer’s ‘retirement’ plans feel like a marketing gimmick
It is not clear when the new-look Old Jamaica will be unveiled, and when it will hit shelves. The Grocer has approached the brand for comment.
Old Jamaica was first launched in the UK in 1988 and remains widely stocked across grocery multiples and convenience outlets.
Its sales dipped by 0.4% to £11.3m last year, on volumes down 19.1% [NIQ 9 September 2023].
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