Phoenix Bev: Eski - When intangible cultural heritage reconnects a brand with its audience

Eski, a 50-year old flavoured soft drink in Mauritius, reconnected with a new generation, engaged new customers and got kids playing in fresh air by promoting old-fashioned childhood games.

Campaign details

Advertiser: Phoenix BevAgency: Blast Communications

Setting the scene

Eski is a proud Mauritian brand, a 50-year-old flavoured soft drink that has become synonymous with days of national celebrations.

It is held by the nation with great affectionate despite not holding a majority market share.

The Challenge

  • How to reconnect a traditional and staid product with a new generation when the sale of Carbonated Soft Drinks (CSDs) is prohibited in schools due to a high prevalence of Diabetes in the country?
  • How to engage the public and the media to talk with passion about a new,...

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