elvis Wins Global Creative Lead for Drinks Brand African Originals

Kenyan craft beverage brand African Originals has appointed elvis as its global lead creative agency, following a two-way competitive pitch.

elvis will develop a brand communications strategy and creative platform for the launch of its Mara Edition gin brand in the US, UK and Africa. The focus will be on consumers aged 25+ who are looking for unique and authentic experiences and products that represent their progressive and inclusive values.

The creative platform will leverage the brand’s provenance and unique flavours, positioning it as a progressive, inclusive challenger in the gin market.

During our pitch process, they showed an impressive understanding of our challenges and ambitions
Alexandra Chapatte

Initial campaign activity will launch in the UK and Africa in April, across social, digital, global travel retail and luxury hospitality on location, followed by a US rollout later this year. This marks the start of a long-term relationship between African Originals and elvis.

African Originals was founded by Alexandra Chapatte in 2018 with the mission to build a truly ethical and sustainable premium African business, for a global stage. Mara Edition is the first of a super premium range of gins, crafted with foraged botanicals from Northern Mara, handpicked by Maasai. The product and packaging are made in collaboration with the local community.

African Originals is aiming to be the first ever alcohol manufacturing business in Africa to become B Corp certified.

Alexandra Chapatte, CEO and Founder, African Originals, said: “We’re on a mission to extend the reach of our craft beverages globally, and choosing elvis to help us do that was an easy decision.

“During our pitch process, they showed an impressive understanding of our challenges and ambitions, as well as demonstrating the strategic brilliance and values alignment that we need to take African Originals to the next level.”

Tanya Whitehouse, CEO, elvis, added: “elvis is proud to partner with African Originals, an authentic female-founded brand which works with its local community to source the best ingredients for its high-quality drinks.

“We’re looking forward to partnering with Alexandra and the team to bring their exciting products to new global audiences and shake up the stuffy and westernised world of premium gins.”

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