Old Jamaica, the UK’s unapologetic king of ginger beer, is back with another fiery chapter in its chaos-fuelled comeback. This time, unleashing the bold new ‘Keep it Ginger’ campaign, created by social-first agency SAMY.
The latest phase, running across Old Jamaica’s social channels, follows on from the brand’s dramatic farewell and explosive relaunch over the past year, which delivered foul-mouthed speeches, redesigned cans, and playful influencer-led “new vs old” debates. The stunt sparked thousands of fan reactions online, from outrage to amusement.
Now, Old Jamaica is keeping the spice alive, moving fans from one unpredictable moment to the next.
The ‘Keep it Ginger’ campaign kicks off with a public service announcement film across Old Jamaica’s socials that finally settles the new vs old argument, with Old Jamaica weighing in: “Who cares if it’s new or old? It’s whatever it is to you.” From there, things get even bolder…
The campaign then centres on a hero film featuring Ben, the unfortunate fan who had the ginger beer’s old can design permanently inked before the brand refresh. Full of Old Jamaica humour, Ben’s frustration leads him to a tattoo parlour, where his outdated artwork is reimagined with the bold new look – courtesy of the brand.
But Old Jamaica isn’t stopping there. It is issuing an open call to anyone with an ugly or regrettable tattoo, offering fiery cover-ups and fresh designs. Influencers will help spread the word, recruiting brave volunteers and amplifying the fun across their social channels.
It’s a cheeky continuation of Old Jamaica’s “no apologies, no agenda” mantra – unpredictable, irreverent, and built with audience participation at its core.
The ‘Keep it Ginger’ campaign will run until the end of 2025, with Old Jamaica promising plenty more mischief still to come in the months ahead.
Hernán Cerdeiro, SAMY CCO Americas and campaign lead, commented: “This campaign was never about being overly serious. It’s about fun, unexpected content that gets people smiling, or shaking their heads in disapproval.
“‘Keep it Ginger’ shows that in action – crazy, bold, and very much Old Jamaica. The tattoo cover-ups are just a natural extension of that energy, turning a playful idea into something fans can actively engage with.”
Alfonso Haces, Global Director at Beliv Company (the parent company of Old Jamaica), added, “With ‘Keep it Ginger’, we’ve officially taken Old Jamaica into a new era without losing the fiery soul that people love (or hate). From the first farewell to today’s tattoo madness, the campaign has been about sparking joy, stirring conversation, and keeping things spicy.
“Old Jamaica isn’t just back – it’s here to stay, and it’s here to keep it ginger”.
Follow the spice over at the Old Jamaica Instagram page – https://www.instagram.com/oldjamaicauk/
