In South Africa, the constitution states that everyone has a right to religion. However, African spirituality is still marginalised. As a brand that aims to preserve and promote African culture, we wanted to bring this to light and challenge the government to do something about it.

In South Africa, the constitution states that everyone has a right to religion. However, African spirituality is still marginalised. So as a brand that stands for the preservation and promotion of African culture, we created something daring. We garnered support from South Africans to challenge the government to add a day that will honour African spirituality on the national calendar. On the 8th of May 2021, we made history and got the country to celebrate the very first Ancestors Day.

Our target audience straddles between the older generation that still perform cultural practices and a younger audience that seeks to learn about culture and hopefully preserve it for the next generation. In creating a day/campaign such as this, we didn’t only invite the younger audience to be part of the conversation around acknowledging our ancestors but we also created an opportunity for them to play a role in ensuring this day is celebrated and our ancestors are acknowledged for years to come.

We first started the conversation on social media asking South Africans and the government why is African spirituality not recognised on the national calendar. The conversation was organically taken over by mainstream media, including TV shows, radio presenters and bloggers and then on the 8th of May 2021, we made history and got the country to celebrate the very first Ancestors Day. It is also part of African heritage to pour out to the ground the first sip of your alcoholic drink in honour of the the ancestors so that they may also drink with you. So we created a limited edition can that allowed our consumers to honour their ancestors by pouring their beer out on the ground in their honour.

59% increase in Equity

46% increase in Claimed Share

49.7% increase in Volume