Old Jamaica Ginger Beer has unveiled its latest rebrand.

The relaunch follows a bold farewell campaign last August, which featured activations throughout London,  including a “Farewell Old Jamaica” message at Notting Hill Carnival.

The rebrand, led by social-first agency Samy Alliance, aims to win back loyal fans of the drink through a multi-layered campaign running until June.

Additionally, it will focus on encouraging audience engagement across Old Jamaica’s digital and social platforms.

Hernán Cerdeiro, SAMY Alliance CCO Americas and campaign lead, commented: “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 back story and reason for its retirement, you’re just asking for trouble.

“Using SAMY’s extended capabilities and knowledge in the form of creativity, media, influencers, data, community management and production; and of course the full buy-in from our great client  into this crazy idea, we were able to take Old Jamaica’s biggest fans on a journey to both celebrate the iconic brand and remember why they love it in the first place.”

Alfonso Haces, Global Director at Beliv Company (the parent company of Old Jamaica), added:  “Did you miss us? Of course you did. Old Jamaica wasn’t really going anywhere, and now we’re back and better than ever

“Whether you’re one of our old time friends or someone discovering us for the first time, this relaunch is for anyone craving something different, fiery, and fun

“Just like we made a splash with our goodbye, breaking people’s hearts, we want to make it known that Old Jamaica is here to stay, for good, but in an entirely new way

“This relaunch campaign will remind people of the gaping hole left by Old Jamaica last year, adding some spice back where we left it. Although we’re launching with an all-new can, we’ll still be the good old Old Jamaica we all know and love… or will we?”