‘New Black’ campaign launched
Ghana’s premier brewery, Accra Brewery Limited (ABL), has once again positioned itself as a forward-looking entity with the launch of a new campaign platform for one of its flagship brands, Castle Milk Stout.
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Dubbed ‘The New Black,’ the campaign aims at celebrating young, talented and stylish black people embracing their African identity through their contributions in various aspects of human endeavour.
Samuel Dery, ABL Brands Manager, said at the launch of the campaign in Accra last week that ‘The New Black’ platform celebrates the optimism of Africans who are braving their way to international success despite the myriad of challenges on the continent.
He mentioned Kenyan actress Lupita Nyong’o, who won an Oscar for her role as Patsey in the 12 Years a Slave film, and Ghanaian inventor, Bright Simmons who developed a software to verify the genuineness of medicines through text messages, as examples of the new type of African being celebrated through the new Castle Milk Stout campaign.
“ABL will be taking the New Black campaign across urban Ghana over the coming weeks and months,” the company’s Brands Manager said.
Three persons were outdoored as ambassadors for the new Castle Milk Stout campaign. They are rapper, model and television presenter, Caroline Sampson; actor, emcee and radio presenter, Mikki Osei Berko and stand-up comedian, David Oscar.
The three show business personalities will spearhead the product activations through programmes like the Jive multi-arts roadshows and the Corporate Comedy Series offered by young Ghanaian comedians.
Castle Milk Stout is reputed to be the first stout to be born on the African continent. That was in 1999 and it has since been marketed on a variety of platforms, the latest being the New Black campaign.
