Something to be proud of
Itʼs always a delicate process relaunching an iconic national favourite, especially one that
disappeared from the market many moons ago amidst the chaos of a country finding itself. Add to that the mixed emotions about its past associations and you have quite a job on your hands. The honourable ask? The brand needed to appeal to an evolved South Africa – a beer for everyone. Lion Lager was always the pride of the land, but the pride needed a revival. How to make a legend roar once more?
The creative strategy bounced straight off the back of extensive research by the SAB Innovation Team. A deep understanding of the consumer landscape revealed a gap in the economically stretched and emerging markets. New Lion Lager drinkers desired personal pride and an optimism for the future. All marketing collateral spoke to this, in as many as seven (yes seven) languages. The relaunch included vernacular radio adverts, a bold outdoor presence, and in-store point of sale media.
The brand exceeded its overall launch targets, with sales of the 440ml can at 414% above target. More importantly Lion reached the hearts