Old Jamaica rebrand drove 18% sales lift with 94% reach

What SAMY did

Old Jamaica staged a dramatic farewell campaign instead of a traditional rebrand, teasing the brand's own disappearance to fuel FOMO, nostalgia, and speculation. The strategy used owned, earned and paid activity including reactive community and influencer engagement, turning the rebrand into a cultural moment where fans generated UGC and reignited affection for the brand.