Winning the hearts of consumers through local relevance
Lion Lager’s successful relaunch campaign has done extremely well for the brand, showing that a cleverly thought-out PR strategy that resonates with consumers on a cultural level
DNA Brand Architects recently won the SA Campaign of the Year prize at the Prism Awards for a five -part digital series it had created for Lion Lager. In response to the challenge of reintroducing an “old” brand to a young audience and making it relevant, this agency chose a culturally relevant concept that would resonate with the target audience: the payment of lobola.
“The series focuses on the story of a young man, Sipho, who cannot afford to pay the lobola for the young lady he wants to marry. It follows his and his family’s journey as they negotiate and navigate the lobola payment,” explains DNA Brand Architects founder Sylvester Chauke.