FANS have been left fearing an iconic fizzy drink brand is set to be axed following a huge social media campaign.

Old Jamaica has uploaded a series of cryptic posts and videos online appearing to announce the end of its famous ginger beer beverage.

A clip on the brand's website shows an actor pretending to be a shelf-stacker revealing “it's time for our beloved Old Jamaica Ginger Beer to bid farewell to its beloved drinkers”.

Multiple posts on its Instagram account also call on shoppers to “enjoy it before it's gone” and stating “farewell Old Jamaica”.

The series of mysterious posts has left some customers convinced the classic fizzy drink is set to be axed imminently.

One said on X: “They’re apparently discontinuing the Old Jamaica Ginger Beer… haven’t we suffered enough as a people?!”

“Old Jamaica discontinuing their Ginger Beer? I have nothing left to live for,” said another.

A third commented: “Old Jamaica ginger beer is being discontinued??? This is criminal.”

However, others have taken to X questioning whether the social media campaign is all a ruse to gain the brand some traction.

“So this Old Jamaica Ginger Beer farewell thing is just some fancy clickbait marketing campaign right?”, said one fan.

Another added: “Old Jamaica ginger beer ending better be some marketing gimmick thing because I can not go the rest of my life without the number one top tier soft drink!

“Worst thing to ever happen on this date if so.”

The Sun has approached Refresco, which manufactures the beverage in the UK, and Beliv Company, which owns the brand, for comment.

We have asked both companies to confirm whether the Old Jamaica brand will indeed stop being sold in the UK or whether it is undergoing a rebrand.

However, Hernán Cerdeiro, chief coordinating officer and campaign lead from SAMY Alliance, the creative agency behind the social media Old Jamaica campaign, told MediaShotz: “The chance to ‘retire a brand’ was something that we relished, simply because as far as we can work out, it had never been done before so publicly.

“We wanted to give Old Jamaica’s loyal customers one last chance to say goodbye, to take that final sip, and see the can ride off into the sunset.”

Multiple supermarkets are still selling the classic 330ml can of Old Jamaica Ginger Beer so it doesn't appear the product has been axed yet.

Asda, Morrisons and Sainsbury's all have the can available to buy, although Tesco says it has run out of stock.

Old Jamaica Ginger Beer first launched in the UK in 1988 and is currently available in a range of flavours including Pineapple Soda and Grape Soda.

What’s Behind The ‘Farewell Old Jamaica’ Campaign?

The reason behind the campaign’s launch is unclear, with some speculating that it may be a clever marketing ploy.

However, Beliv Company, the owner of the Old Jamaica brand, insists that the campaign will run with “many unpredictable twists and turns mapped out”, together with “an ability to flex to consumer reactions and world events”.

Despite the uncertain future of the ginger beer, the campaign has already been met with mixed reactions from fans.

Some are dismayed at the thought of losing their favourite drink, while others remain hopeful that it may be just a marketing gimmick.

The “Farewell Old Jamaica” Campaign

The “Farewell Old Jamaica” campaign, led by Samy Alliance, is thought to be one of the first times a brand has flagged up its exit from any market. The activity aims to celebrate the 34-year-old ginger beer and its legacy before it bids “au revoir”.

The activity has kicked off kicks off with a farewell speech from an Old Jamaica shelf-stacker pushed out on the brand’s social media channels. Delivering the news, “Tom” scolds the overly emotional violin accompaniment, has to check his script, and has a crisis of confidence when he realises his lack of career progression in his 25 years on the factory floor – setting the tone for the rest of this farewell campaign.

The announcement is being supported by out of home teaser activations running on buses with the words “Farewell Old Jamaica”.

The brand will then be embarking on a lengthy farewell tour in the form of a social media content series, including videos of the Old Jamaica can putting in a guest appearance at concerts, football matches, convenience stores and bars – for those who have missed out on the party to date.

Old Jamaica will also fulfil its ultimate wishes in guerilla mode, completing a farewell bucket list that will feature the ginger beer in unconventional scenarios.

As the curtain closes on the ginger beer brand, Old Jamaica will end with a final “can-down” – a website featuring a real time counter showing the number of Old Jamaica cans left in the market.

What Old Jamaica Has To Say About It All

Beliv Company global marketing head Alfonso Haces commented: “For 34 years, Old Jamaica has been more than just a drink; it’s been a vibrant part of our lives, infusing the bold spirit of Jamaica into every sip around the world. Now, as we bid farewell, we’re not whispering goodbye in silence – we’re shouting it from the rooftops with the world’s first farewell campaign for a brand.”

Samy Alliance CCO Americas and campaign lead Hernán Cerdeiro added: “How do you say goodbye to the country’s favourite ginger beer? By giving it the ultimate send off. The chance to ‘retire a brand’ was something that we relished, simply because as far as we can work out, it had never been done before so publicly.

“We wanted to give Old Jamaica’s loyal customers one last chance to say goodbye, to take that final sip, and see the can ride off into the sunset. To be given that unique opportunity, by a brand that trusted us entirely, was one that we grabbed with both hands and allowed us to get really creative with the campaign.

“This was a truly collaborative process within Samy Alliance, having the opportunity to take advantage of all our capabilities and global teams, from creativity to media, influencers, data, community management and production; and of course the full buy-in from our great client into this crazy idea, meant the whole thing was possible.”

Will The Campaign Save Old Jamaica?

Whether the campaign will prove so successful that the brand is brought back from the brink remains to be seen. The future of Old Jamaica, whether it’s truly the end or simply a rebranding, is still up in the air. However, one thing is certain – the farewell campaign has definitely got people talking.

While some are mourning the potential loss of their beloved ginger beer, others are embracing the opportunity to enjoy it while they still can. Ultimately, only time will tell what the future holds for Old Jamaica.