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AFRICA DAY
THE OPPORTUNITY
THE INSIGHT
Many iconic cocktails are tied to national identity. Like the Mojito from Cuba, the Caipirinha from Brazil, and the Margarita from Mexico. Yet Africa, despite its rich cultural diversity and incredible natural ingredients, has very few globally recognized cocktails. With unique local flavors like baobab, hibiscus, tamarind, unripe mango, and Zanzibar cinnamon, the continent holds immense untapped potential for cocktail innovation.
Using Tanzania as a case study, the campaign taps into the Diageo Bar Academy network to engage local mixologists in creating a national cocktail inspired by the country’s unique, homegrown ingredients. Timed to launch around Africa Day, the next phase focuses on driving nationwide adoption through an innovative on-trade promotion that brings the cocktail to life in bars, restaurants, and social spaces across the country.
USING INGREDIENTS ROOTED IN TANZANIAN SOIL, LOCAL BARTENDERS HAVE CREATED A COCKTAIL THAT TELLS A UNIQUELY TANZANIAN STORY.
Tamu Kali means sweet and spicy in Swahili — a phrase widely used in Tanzania to describe everything from food and drinks to bold, vibrant personalities.
The national cocktail becomes a cultural catalyst: a bold, unifying serve designed to spotlight Tanzania’s most iconic bars. Rolled out through a curated network of landmark venues, the drink drives footfall and repeat visits via a sleek loyalty card mechanic that rewards exploration. Amplified by influential voices from music, fashion, and nightlife, the campaign transforms the cocktail into a symbol of national pride and a movement across Tanzania’s most vibrant social spaces.
