The Challenge

EABLS’s (East-African Breweries Limited) Tusker is not only the number one beer in East Africa, but is the most iconic brand in Kenya. So much so, in football and rugby matches the Tusker flag always sits next to the Kenya flag. Yet this strong brand equity was losing relevance with new consumer segments who felt that although the “patriotic-based” image of the brand was different, it felt more like “my father’s beer.”

In this context, we worked with EABL in repositioning the brand in a way in which it would benefit from its strong tradition and iconic status, but at the same time would re-engage with new segments of consumers.

Our Approach

We conducted research to help Tusker identify the key reason for its lower-than-expected relevance with new consumer segments. Using this information, we were able to uncover key insights which led to the “African Spirit” positioning for the brand. We also developed a brand architecture strategy for the Tusker family of products.


The positioning has been translated into the “Refresh Your Roots” multimedia re-launch campaign of the brand. This effort is helping to reposition the Tusker brand in its core markets. The brand architecture is also being executed across core markets.

Refresh Your Roots Ad Watch

Tusker shows its roots and changes with the times in this television ad.