Positively Uncomfortable Consulting

Old Jamaica


Product definitionSegmentationTargetingPositioningPricingBrandingMarcomms

Transforming a 1980’s Jamaican pastiche to full-on flavoured financial powerhouse.

Old Jamaica’s happy-go-lucky reggae vibe had limited appeal beyond a traditional and aging buyer base. Distribution points, facings and sales were reducing.

Mix in a less than prominent position in the grocery World Foods aisle and the commercial cocktail was starting to sour. This soft drink needed some tough love.

Reducing the target age by 30 years to create commercial headroom with a younger buyer was job one. A new positioning reflecting an urban lifestyle around music, gaming and the meta, job two. Bringing it all to life, job three.

In such a competitive category, Ginger Beer’s bold flavour needed to show up through the brand’s new world.

Increasing facings, regaining distribution, and placement in the Soft Drinks category required relevancy and rigour – none of which is done with a whisper.

Following the strategy framework phase, we moved on to produce the brand story and creative expression, swiftly followed by deployment– creating and executing the advertising & activation firepower to support the heavy lifting needed to re-establish the sales footprint.

“This brand reinvention was the most audacious the business has ever undertaken. A revolution doesn’t even come close! With both UK and international stakeholders, it was no straight line.”


Product definitionSegmentationTargetingPositioningPricingBrandingMarcomms