The Problem

Old Jamaica was already dominant within branded ginger beer, with external strategy material putting it at around 95% of that market, but being king of a niche wasn't enough. The brand needed contemporary relevance and permission to play in mainstream soft drinks.

The Shift

Stop behaving like an old Jamaican postcard.

Start behaving like a challenger brand.

Move from heritage and reggae nostalgia to flavour, attitude and culture.

The Idea

Enter the Flavourverse.

A new world for Old Jamaica where its famously intense flavour became the portal into music, gaming, nightlife, digital culture and surreal experimentation.

Wait for it. The PC couldn’t handle the Flavourverse either.

The Portal Opened

The campaign launched with a £1m push, a KISS FM partnership and immersive experiences designed to bring a new generation into the world of Old Jamaica. The Flavourverse became the first expression of Old Jamaica's new strategic direction and expanded beyond advertising into physical brand experiences, including an immersive activation at the 2023 Publican Awards.