After the successful launch of Peroni in the Tanzanian market in April 2013, Tanzania Breweries decided to also entrust the strategic and creative work of Castle LITE, Castle Milk Stout and Redds to Aggrey & Clifford. Although the three brands have different challenges in the local market they will all invest a lot of time mining local insights and utilizing the agency’s strategic planning function.
“Aggrey & Clifford have done an amazing job on Peroni Nastro Azzurro in Tanzania. It made sense to entrust them with our premium portfolio of brands,” says marketing manager Vimal Vaghmaria.
Some of the first work the agency did was a generic campaign for Redds, designed to appeal to a more unisex market, over the festive season, when memories are made. The aim was to position Redds as a drink associated with special, memorable and indeed incredible moments.