Tusker Lite, the leading premium lite beer from Kenya Breweries Limited, has launched its highly anticipated #TurnUpTheLite campaign, featuring a bold new design and a series of exciting city-wide activations. The campaign introduces a revamped, sleek packaging that reflects the brand’s vibrant, refreshing identity, promising consumers the same great taste with an electrifying new vibe.
The updated look captures Tusker Lite’s spirited nature as a low-calorie beer that appeals to those seeking a lighter, more energetic lifestyle. The campaign aims to inspire consumers to embrace spontaneous, high-energy experiences that reflect the brand’s motto: “Turn up the lite.” As part of the launch, Tusker Lite is set to host a variety of activities, including dazzling projection mappings across Nairobi’s most iconic buildings and high-traffic streets.
The new packaging design represents a significant step for the Tusker Lite brand, aligning its exterior with the vibrant lifestyle it embodies. The sleek, modern design is intended to appeal to the dynamic and expressive spirit of Tusker Lite’s loyal fans while staying true to the beer’s well-loved, crisp flavor.
“We are excited to launch this new campaign, as it affirms the position of Tusker Lite as a spontaneous and vibrant brand staying true to its DNA,” said Charles Okanya, Marketing and Innovations Director. “We want our consumers to embrace vibrant, expressive experiences. We aim to inspire such a lifestyle, where every moment feels lighter, more exciting, and full of possibilities.”
With this rebrand, Tusker Lite aims to strengthen its connection with consumers who are drawn to unique experiences and modern aesthetics, ensuring the beer remains a staple choice for social occasions.
As part of the #TurnUpTheLite campaign, Tusker Lite has planned a series of activations across Nairobi that blend entertainment, technology, and innovation to create unforgettable experiences for consumers. These activities include:
- Projection Mapping Shows: Eye-catching projections will illuminate Nairobi’s iconic buildings and high-traffic areas, creating a visual spectacle that captures the essence of Tusker Lite’s new look. The displays are designed to celebrate the city’s vibrant nightlife while introducing the sleek new design to the public.
- Engaging Digital Campaign: Tusker Lite is leveraging social media and digital platforms to reach its audience, using interactive content and engaging challenges to spread the #TurnUpTheLite message. Consumers are encouraged to share their own moments of spontaneity and fun using the campaign hashtag.
Okanya emphasized the importance of engaging with consumers through multiple touchpoints, stating, “With an engaging digital campaign and interactive activations, Tusker Lite is set to deliver a refreshing wave of energy, blending entertainment and innovation across multiple platforms to engage consumers at every touchpoint.”
To kick off the #TurnUpTheLite campaign, Tusker Lite invites its fans to the Tusker Lite House Party at Koda, Nairobi, on October 26th, 2024. The event promises an electrifying night of music, lights, and high-energy vibes, offering attendees a first look at the brand’s new sleek design in an immersive party atmosphere.
The Tusker Lite House Party is expected to draw a large crowd of Nairobi’s social scene, offering an experience that combines the brand’s signature refreshing taste with cutting-edge entertainment. Whether it’s dancing to the beats of top DJs or enjoying the vibrant light shows, the party aims to capture the essence of Tusker Lite’s message: to embrace life’s lighter, more exciting moments.
“Each activation offers a chance to enjoy Tusker Lite’s refreshing taste in high-energy atmospheres, promising a journey of unforgettable moments wherever they are,” added Okanya.
Through the #TurnUpTheLite campaign, Tusker Lite encourages consumers to rediscover the beer they love, now presented in a fresh, stylish design. The campaign highlights the versatility of Tusker Lite, making it the perfect companion for any occasion—whether it’s a spontaneous night out with friends, a relaxed gathering at home, or a celebration of Kenya’s vibrant nightlife.
“We invite all our consumers to #TurnUpTheLite,” said Okanya. “It’s the perfect time to rediscover the beer you love, now with a refreshing new look that matches the bold, vibrant spirit of our brand.”
With its focus on creativity and consumer engagement, Tusker Lite’s rebranding campaign is set to redefine how Kenyans enjoy their favorite premium lite beer. By combining a modern design with high-energy activations, the brand continues to solidify its place as a leader in Kenya’s beer market, appealing to a new generation of consumers who seek both style and substance.
A New Era for Tusker Lite
The launch of the #TurnUpTheLite campaign marks a new chapter for Tusker Lite, one that embraces innovation and a deeper connection with its audience. By staying true to its roots while introducing a dynamic new look, Tusker Lite is ready to light up Nairobi and beyond with a refreshing wave of energy.
As the campaign rolls out, consumers across Kenya can look forward to an array of unique experiences that celebrate the spirit of spontaneity and fun that Tusker Lite represents. With its engaging approach and modern twist, the brand continues to show why it remains a favorite among beer lovers in Kenya.
