Shangilia Hustle


The Challenge

To retain Kenya Cane’s leadership position by further embedding brand purpose

The Solution

The strategy was built upon two key facts unique to the Kenyan market: 1.)Kenyans are hardworking people who engage in one or more jobs (locally better known as hustles) and 2.) that Kenya celebrated her 55th year of independence in 2018. Elevating the brand’s purpose was crucial towards driving recruitment and amplifying the brand nationally.

Thought Process

With a strong heritage forged over decades, Kenya Cane was the national spirit drink leading Kenyans in celebrating their everyday hustles, their everyday wins, together as a nation, on the special day marking 55 years of independence.

The Results

Return On Investment

(ROI): +106%

Volume Uplift

(sell out): +56.3%