Today, Kenya Breweries Limited (KBL) renewed its multi-million shilling brand endorsement deal with leading afro-pop group, Sauti Sol who will continue to be the brand ambassadors for the company’s newest vodka brand, Chrome. The band will continue to drive Chrome’s marketing campaign ‘Dream Big, Be bigger’ #ShineOn which will include a series of nationwide concerts, on ground activations and the release of limited edition Chrome Vodka packs. The campaign will see KBL invest significantly to grow the brand.
Speaking at the signing ceremony, the KBL Marketing and Innovations Director, Stephen O’Kelly said that Chrome Vodka has recorded tremendous growth since Sauti Sol came on board in February 2016. The brand currently has a full portfolio consisting of the well-known original vodka and a lemon flavored vodka (which are both accessible at a recommended retail price of Ksh 180 for 250ml) and Chrome Spark, a pre-mixed vodka drink whose recommended retail price is Ksh 80 for a 300ml bottle.
“The partnership brought to life a strong connection between Chrome Vodka’s position as an aspirational premium quality vodka accessible to millennial consumers and Sauti Sol’s legendary appeal in the local, regional and international music scenes. This has helped to deliver tremendous growth for Chrome Vodka. Driven by Sauti Sol’s Kenyan tour to popularize their latest album, brand awareness tripled leading to increased market share and +44% volume and value delivery versus the targets for the just ended financial year.
“Together, we created a unique platform that resonated with our target consumer who responded to the campaign remarkably,” explained KBL Managing Director, Jane Karuku. She added that the company shall continue to drive leadership in marketing and adopting best practice in other markets. “Today’s consumers are increasingly sophisticated, demanding, and are seeking new experiences. Such partnerships are enable our consumer’s to associate with the brand in an unconventional way,” said Mrs. Karuku.
“The partnership between Sauti Sol and Chrome Vodka is a step in the right direction for Kenya’s music industry. I believe it is the first of many and based on this relationship, corporates and musicians will start many other lasting relationships. I hope this restores goodwill in the Kenyan music industry, which has sometimes been viewed as non-profitable and incompetent. This makes a difference not only for Sauti Sol but for Kenyan musicians at large.” – Bien Aime Baraza of Sauti Sol
Sauti Sol embodies #ShineOn – this why we are in the position we are today. As a group and friends, we’ve gone through a lot of hurdles along the way but we never lost focus of our dreams and that is how we got to where we are. On top of all that, we still Dream Big.” – Willis Austin Chimano of Sauti Sol.
"The numbers speak for themselves. The results and the impact of the partnership between Sauti Sol and Chrome Vodka further establish that the Entertainment Industry is a sector that is growing in strength and influence in Kenya. We commend the Chrome team for being big thinkers and seeing the value and potential in the space between business and the entertainment world." Marek Fuchs, Managing Director Sauti Sol Entertainment.
The second phase of the campaign will officially be launched at an exciting consumer event in Nairobi. Among other activities, the group will perform some of their most popular hits and limited edition Chrome Vodka bottles will be available for purchase.