The challenge

Outdated cultural beliefs that dictate what jobs are acceptable for women are no longer relevant in the new progressive South Africa and strong, capable women in blue-collar careers should be proud of their work, recognized and celebrated as part of the pride of SA.

The purpose of this brand communication is to raise awareness about a new Lion Lager product offering and to encourage consumer trial and social sharing / endorsement for the product in South Africa through experiential marketing to drive new sales.

Our solution

Lioness Moments aims to change old gender stereotypes in African culture that women are physically weaker & should not work in trades like construction, mining, military etc. The campaign encourages women to share their Lioness Moments, moments in which they are immensely proud of themselves and their achievements.

The new product, Lion Less, a beer which is inspired by the Lioness and is designed to the tastes of modern young women furthers the concept by being not just another product under Lion Lager but rather its own sub-brand with it’s own visual identity. The Lioness Moments campaign will launch the product in women’s month (August) to celebrate the contribution of women to the new South Africa. Lion Lager’s tagline is the “Pride of South Africa”, Lion Less and The Lioness Moments campaign will showcase women as an equal part of the pride. The moments in which they are the brave hunters, the strong protectors and the wise providers. By promoting equality in the workplace for women, celebrating their achievements and advocating for greater representation to alter outdated stereotypes, Lion Lager can reach the target market on an emotional level.