We crafted a vibrant brand around rhythm and music, encouraging self-expression with the tagline “lose oneself to the rhythm,” leveraging bold visuals and influencers for broad appeal.
Introducing Dankira, a wine-based cocktail in a beer-dominated Ethiopian market, posed a significant challenge. Breaking through the conventional drinking culture and establishing a distinctive brand identity became the primary goal.
Crafting a bold brand identity centered around rhythm and music, we utilized visuals and messaging to appeal to young, vibrant lifestyle enthusiasts. The concept encouraged self-expression, urging consumers to “lose oneself to the rhythm.” Strategically deploying bold visuals, taglines, and anthems across diverse platforms—digital and print ads, social media, on-trade, and off-trade—the campaign capitalized on social media engagement. Influencers, rooted in Ethiopian culture with global influence, played a key role in the interactive campaign, creating a meaningful connection.
Dankira successfully disrupted Ethiopia’s conventional drinking culture, gaining recognition and fostering engagement within a dynamic community celebrating self-expression. The TikTok dance challenge amplified virality, particularly resonating with the young and vibrant audience. In a market dominated by beer, Dankira carved out a unique and exciting identity, establishing itself as a distinctive beverage choice.
