KENYA – East African Breweries Limited (EABL), a subsidiary of beverage giant Diageo, has launched a Kes100 million (US$769,355.60) national consumer promotion campaign for 2024, dubbed ‘Tujengane’.
The campaign aims to reward approximately 200,000 loyal consumers with various prizes and benefits.
At the launch event, EABL Commercial Director Joel Kamau expressed the significance of the Tujengane campaign, stating, “Tujangane is about transforming consumers’ lives. The lives of 200,000 consumers will never be the same courtesy of Tujengane National Consumer promotion.”
This sentiment was echoed by EABL Brand Manager Lilian Mbugua, who emphasized the campaign’s focus on collaboration and community impact.
According to Mbugua, the Tujengane campaign celebrates the spirit of togetherness and collaboration among the Kenyan people. It aims to reward consumers while also ensuring their involvement in achieving the business’s goals for the financial year.
The campaign offers consumers the chance to win cash prizes, vehicles, motorbikes, and even rent payments.
As part of the promotion, EABL will reward four brand-new vehicles to consumers, pay rent for selected individuals, and provide motorbikes as prizes.
Additionally, the campaign includes Kes1 million cash prizes split between individual winners and society-benefiting projects.
Mbugua explained, “In the Kes1 million (US$7,693.56), Kes500,000 (US$3,846.78) will go towards individuals and then Kes500,000 (US$3,846.78) will be for them to create an impact in the society.”
To participate, consumers need to purchase one of EABL’s spirits brands, including Kenya Cane, Orijin, Triple Ace, Smirnoff, Cane Extra, Chrome Gin, Chrome Vodka, Gilbeys, or Captain Morgan.
Each bottle contains a unique code that consumers can SMS to 20405 to enter the draw for a chance to win prizes.
Mbugua reiterated that the Tujengane campaign aims to benefit both individual winners and society as a whole.
She emphasized the holistic approach of the campaign, stating, “It is a whole 360 kind of campaign that we want to ensure that we are not only rewarding our consumers but also making an impact in society.”
The launch of the campaign comes soon after the Tusker beer maker committed Kes 190 million towards Kenya’s water conservation strategy during the World Water Day.
The investment is part of a collective action to support Kenya water conservation strategy, stem greenhouse emissions as well as halt and reverse deforestation.
In 2023, KBL supported the Upper Tana Nairobi Water Fund with a Kes5 million (US$38,467.78) grant that went towards supporting farmers to plant more high-value fruit trees to aid in curbing climate change while also providing food and additional income for the farmers.
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