Tusker: Kenya Milele

Kenya Breweries Ltd : Alcoholic Beverage

The Challenge

Tusker was losing relevance to the lives and aspirations of the LPA-24, representing a rather nostalgic Kenya – one that is retrospective and not progressive. The brand was struggling to meaningfully connect with them as pride in Kenya was no longer just enough - and this was not just a job for high level ATL advertising.

THE SOLUTION:

Introducing Kenya Milele - A celebration of the indomitable spirit of Kenya. A 360-campaign targeted at the Kenyan youth to constantly shine light on their spirit. A celebration of our identity, our resilience and everything that makes us Kenyan. To be Kenyan is to be indomitable, to stand strong together, to be resilient, to support one another, to remain true to ourselves, to our community, to our country, come what may come

THOUGHT PROCESS

We wanted to make Tusker the most loved and most iconic brand in Kenya through a campaign, boldly rooted in the brand’s purpose of “bringing Kenyans together so that each can stand tall”. And Celebrate Tusker as an icon of the indomitable Kenyan spirit. To achieve this, we Leveraged key (and loved) brand assets to inject more meaningfulness, iconicity & aspiration into the brand. And by deliberately driving Positive conversations to make Tusker an Iconic representation of modern & future Kenya.

The Results

Following a historical year on year decline in Tusker brand equity- Tusker brand equity ( at 13.4%) held for the first 3 months of the campaign, registering a read of 13.4, driven by growth in distinctivity (+9%) and salience (+8%). Our big win: Amongst our core cohort I LPA-24 – the younger beer consumer), our Lager brand equity grew by 1.2% to 13.3% from 12.1%

The brand also registered a growth in key brand associations & key metrics: Good to be seen drinking growing from 45% to 51%, Would talk about with friends from 42% to 44%and Penetration growing from 11% to 12. 1%

Tusker Na Nyama delivered a 2% ROS growth in participating outlets (vs. a corresponding -19% in other outlets).

The campaign delivered a combined reach of 76.8% across all mediums – reaching a total of 14.2 Mn Kenyans across radio, TV and digital.

In 2021, a year where we had restrictions throughout the year and full closure for one month- our internal depletion numbers have Tusker flat vs. 2020 (-0.2%). Considering the brand has been on a YOY decline driven by changes in consumers’ needs and behavior and exacerbated by excise driven price increases, it is exciting that we are starting to turn around the brand’s performance in the most difficult of circumstances.