Kenya Breweries Limited’s (KBL’s) newly launched tropical-flavoured beverage, Rockshore Tropical Lager partnered with Matata, a Kenyan music and dance group based in Oslo, Norway for the launch of their debut album themed ‘Super Morio Experience’ for its Kenyan fans.
To pull off this concert, the Matata group tapped into the talents of some of Kenya’s hottest and most sought-after acts. Some of the local artistes enlisted to boost the experience included Wakadinali, Karun, Bensoul, Nviiri, Buruklyn boyz, Dj Joe Mfalme, Dj Daqchild and hosted by Reedah Yvonne and Guddah man.
Speaking at the colourful and experiential album launch event, KBL Innovations Marketing Manager Rachel Wariko said that Rockshore Tropical Lager’s sponsorship of the event augured well with KBL’s recruitment agenda, and resonated with the company’s growth plans and niche positioning strategies that create relevance and electrifying experiences among consumers.
“KBL is ecstatic about collaborating with the Matata group to create a stimulating end-year experience for Rockshore Tropical consumers. The event set the stage for not only creating a new bold, lively, colourful, exciting identity and positioning among Rockshore Tropical consumers but also creating powerful connections and experiences that will unlock its long-term growth following its recent launch in the market,” said Ms Wariko.
Commenting on the sponsorship and the event, EABL Head of Innovation Effie Thiong’o said the sponsorship was in line with KBL’s commitment to continually engage with their consumers at their specific touch points as they continue to provide consumer-led options for the evolving consumers.
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“The growth of Rockshore Tropical Lager today comes in response to the growing market preference for flavorful and affordable beers inspired by local taste preferences that can increase the base of consumers to the category. For a flavorful taste and vibey character that will draw a young disruptive, and contemporary audience. Rockshore will be looking to redefine the beer experience and landscape in Kenya,” said Ms Thiong’o.
Matata’s ‘Super Morio’ Experience project is a snapshot of their sonic, dance and visual evolution from aspiring dancers to one of the brightest live-act groups coming out of Africa. They explore their Kenyan roots, love and mental health in youth culture.
After a successful series of single releases that have earned them millions of views, the Matata Experience also incorporated Flava Rooms which brought the celebration to life by giving it a flavorful immersion into the world of Matata. The Flava zones included Yellow Zone, Purple Zone, Blue zone, Pink Zone, and Green Zone: each zone had a special identifying feature like a dance floor, foam party, mock beach, silent disco and photo stands, all aligned to Rockshore Tropical brand characteristics.
“KBL has emphasized innovation as one of the company’s key growth pillars. This new brand supports our company’s overarching mission to heavily invest in innovation in the creation of beverages that meet the changing taste and demographics, which has enabled KBL to attract new consumers,” concluded Ms Wariko.
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