How Zambezi Lager grew from 1.4% to 39% in premium local lager volume contributions

SITUATION

Volumes had shrunk to 1.4% of the total domestic premium lager portfolio.
Product trial had fallen to 0.25%.
No above-the-line, below-the-line or social media presence.
Pitching against 8 large creative agencies, Openminds successfully won the business.

Develop a brand plan, brand ladder and formalise the brand metrics.
Conceptualise quarterly sales promotions, establishing budgets, selecting suppliers.
Establish the media plan and campaign rollout, ensuring high visibility in trade.
Design a comprehensive social media strategy and put in place a dedicated community management team

Facilitated an Ideation workshop with management, sales, brand, marketing, channel, agency, media and events/activation teams - utilising SAB Miller Brand Mastery techniques.
Launched a 24-month brand thematic campaign.
Initiated a strategic partnership with Parks & Recreation to co-brand all 65 of their large entrance welcome signs/billboards.
Created "owned" sponsorship properties - The Victoria Falls Carnival, Brand Houses, and the Tiger Fishing Tournament (KITFT).
Entered into a smart partnership with the 7-a-side National Rugby Team (The Cheetahs).

Trial of Zambezi increased to +8%.
The total volume contribution towards the local premium lager portfolio grew to 39%.
Zambezi won best Weigh Bay and Activation Team at the Tiger Fishing Tournament (KITFT).
AB InBev recognised the communication work involved in the Follow the Call thematic as being "among the top of all their global brands".
SAB Miller noted that the branding work done on Zambezi was the "Benchmark for local premium brands".
Zambezi picked up a Gold medal at the International Beer & Wine Festival in Canada.
The contract with Openminds was renewed perpetually for ten years.

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