Kgalagadi Breweries Limited (KBL) has collaborated with five local creatives to come up with their new St Louis lager 500ml ‘Jwa Rona’ can design and Mokgabo fashion line.
I am excited and enthused by the collaboration and partnerships that have been undertaken by KBL with young Batswana creatives and that has really cultivated this campaign,” he indicated. Mokone said the five Batswana creatives whose unique contribution and willingness to put themselves out there has made this leg of the campaign a success. He said through St Louis, KBL has once again demonstrated its commitment to encouraging the local creatives as well as participating in the development of the social-economic environment in Botswana. Mokone also revealed that they chose the creative sector because it is one of the sectors that were significantly impacted by the COVID-19 pandemic.
The brand marketing manager for St Louis Lager, Gaamangwe Ramokgothane revealed that being a home grown brand, St Louis lager wants to be part of Botswana no wonder they came up with a campaign called ‘Mo Ke Botswana’. She said they then formed five creative brand pillars being art, music, food, fashion and the St Louis beer. She said they exemplified themselves through these pillars from 2020 with a visual music concert. “In the arts sector we collaborated with Fifi Wale who is our digital illustrator here and Rex Mautle to deliver Mo Ke Botswana murals.
We have also translated this wonderful work of art into various trade elements,” she revealed. Ramokgothane added in 2021 they harnessed the power of collaboration and linked up with talented Batswana artists. She said they adopted the artwork from the murals to live in their limited St Louis Jwa Rona 500ml can. In addition to the can, she said they collaborated with three local artists in the fashion industry to anchor the campaign around the Mokgabo fashion line. “We have a cool sneaker from BK Proctor and beautiful bag from Tasha T and an amazing bucket hat from HSP. The Mokgabo fashion line is related to the term that speaks to our flair as Batswana and re rata go ikgabisa, re rata mokgabo hence the term Mokgabo fashion,” she highlighted. She said they have an ongoing trade promotion where their customers can stand a chance to win merchandise.
KBL communications manager,Masegonyana Madisa said they feel very proud as KBL to have collaborated with artists and come up with the Jwa Rona can and Mokgabo fashion brand line. He said KBL is happy and content that this revenue they are creating makes a difference in people’s lives and change them for the better. He said they exist as a product because Batswana have made a conscious decision to buy their products. Madisa said as part of giving back to the community, KBL decided to recognise commitment, passion and the drive, individual excellence. He said there are those people who believe that alcohol cannot do anything positive but the latter can do well.