Ginger beer brand Old Jamaica has rolled out the next phase of its relaunch with a new campaign, ‘Keep it Ginger’.
Running across the brand’s social channels, the campaign follows last year’s redesigned cans and influencer-led ‘new vs old’ debates.
The new campaign kicks off with a public service announcement that aims to settle the ‘new vs old’ argument. This is followed by a main film featuring a fan who had the old can design tattooed and must now get his offending ink reworked.
Old Jamaica is also inviting people with tattoos they regret to apply for a professional cover-up or a new design. Influencers will help recruit participants and amplify the campaign.
The activity continues the brand’s ‘no apologies, no agenda’ positioning and will run until the end of 2025.
