PAUL KOTZE
PAUL KOTZE BRANDING & COMMUNICATIONS
Safari Lager
SAB Miller is a shareholder in Tanzania Breweries, so they briefed us on the rebranding of Tanzania's favourite beer, Safari Lager. Our recommendation was simple, don't fix what's not broke. So the rebranding started with a brand repositioning campaign, because they needed to shift the target audience from the old traditionals to the younger male audience, but they did not want to alienate their loyal consumers. So we simply updated the brand without even changing the packaging.
Brand repositioning
So the best way to show you the proposed campaign roll out is to simply run through a few of the pages from the brand guidelines.
In essence, the brand campaign focusses on the concept of "Safari", which quite simply means "Journey" in Tanzania. So, if we
consider the journey a young man in Tanzania undertakes in todays modern society, whether it be urban or rural, it's all about achievement, about success, ambition, the goals that young men strive to achieve.
