Campaign details

Advertiser: Phoenix Bev
Agency: 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, 50-year-old brand?
  • How to encourage young people to move away from their screens to get them to enjoy fresh air and cool CSDs?

The big idea: