THE BIG CAMPAIGN TAKES A BRAND AND CREATES A WHOLE NEW MARKETING CAMPAIGN OVER THE COURSE OF A FEW MONTHS. ALONG WITH MY FRIEND AND COLLABORATOR DANIELLE LEIGH, I GIVE A BRAND A MARKETING MAKEOVER. FIRST UP... OLD JAMAICA,
The current 'Totally Tallwah' marketing campaign from Old Jamaica
Today, Old Jamaica seems like a brand that marketing has all but forgotten. The soft drinks company, most famous for their particularly fiery brand of ginger beer, has been well and truly left behind by the soft drinks giants, who have bigger audiences and even bigger marketing budgets.
But ginger beer is undergoing something of a renaissance in the UK. New brands have entered the market, complete with sleek marketing campaigns, glass bottles, and, in my opinion, an inferior product. Now is the perfect time for Old Jamaica to up its marketing strategy and start developing some excellent new campaigns. And, as it happens, we've been working on just that.
For Part 1 of the Big Campaign: Old Jamaica, we've taken a look at ginger beer and created a couple of design ideas for advertisements that would look great and get the Old Jamaica brand to whole new audiences. The slogan for the ginger beer is, quite simply, 'Release the Heat.' This is the perfect slogan for the fiery Old Jamaica ginger beer. It's short, snappy, and neat.
The first two design ideas show the can with flames and fireworks coming out the top, showing the heat of the drink inside. They are both simple designs that show off the product as the main event, The catchy slogan adds to the simplicity of a design that would definitely get noticed! Design 2 would be perfect for the holidays.
More design ideas for ginger beer (and other Old Jamaica drinks) to come!
Old Jamaica Ginger Beer - Release the Heat Design 1
Old Jamaica Ginger Beer - Release the Heat Design 2