THE BRIEF:

18-24 year old Kenyans see Tusker Lager as a traditional beer drunk by 35+ consumers. The brief wanted us to change this perception and make Tusker more relatable to this age group - and transform its perception into a drink they'd choose to have with their friends. 

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THE INSIGHT:

The reason Kenyan youngsters aren't choosing Tusker is because they're focused on the future, whereas to them, Tusker is a drink of the past. What if we did a complete 180 and made Tusker the tradition of the future?

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THE IDEA: 

SIP FUTURE TRADITION

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Big thanks to my Art Director partner: Muskaan Shaikh