Zagg: Decoding contemporary African spirit to create a new kind of energy drink

Heineken commissioned jump! to introduce the new energy drink, Zagg, inspired by the shifting spirit of contemporary African youth, that combined malt with a traditional energy drink formula.

Summary

In late 2021, Heineken came to jump! with a challenge: they had a disruptive new recipe that combined malt with a traditional energy drink formula, but they needed a brand to cut through the noise and resonate with young Africans. Over the course of the following year and a half, we used culture-first research methodologies to effectively map the changing, youthful, spirit of African energy, ultimately creating Zagg, a brand that stood out in the category – resonating with our audience. Combining cultural expert interviews with immersive creative collective workshops and co-creation sessions, we overcame procedural challenges and emerged...

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