Legend Extra Stout: Black realvolution

The Brief

In 2014, Legend Extra Stout, manufactured by the Nigerian Breweries PLC, wanted to relaunch the stout brand in a Staniol cover and metalised labels. The brief to Mediacraft was to come up with an unconventional campaign, that would both tease and enthrall the public about what was coming, without making any allusions to the fact that it was a product launch

The Solution

We decided to project the proposed unveil of the new Staniol cover as the launch of the Black Realvolution movement. We played on the words Black (the colour of the Legend Extra Stout beverage) and Real (the pay-offline of the brand was The REAL Deal); and because it was a revolutionary moment in the annals of the brand, the hashtag #BlackRealvolution was coined

The launch was driven by an influencer campaign and musical artistes (Femi Kuti, TuFace Idibia, Sound Sultan, Japhet Omojuwa) who had a penchant for speaking against societal ills were recruited to drive conversations around the launch

The influencers hinted about the formation of a revolutionary movement. They promoted the date of the unveil of the new look of the beverage brand as the date of the launch of the #BlackRealvolution movement.

Outcome

The campaign generated 1,900 posts, 1,800 retweets and 21 million impressions