AKWAABA GHANA

The Akwaaba Ghana campaign helped reconnect Red Bull to Ghana by putting forth a campaign that would speak to Ghanaians. It began with package redesigning of the two new sugar-free drinks Acai Berry and Limeade. These designs featured four very popularly used traditional Adinkra symbols.

Ghanaians were encouraged to show off their passion for dance, music, sports, and culture but submitting and posting content that embodied their favorite Adinkra symbol and sugar-free Red Bull flavor using one of the campaign's hashtags. Four local (and loved) afrobeat artists were chosen and assigned to a symbol to represent, create a 20 second jingle for, and advertise on social media throughout the month long campaign.

Ghana’s Independence Day marked the end of the campaign. Red Bull chose a winner from the submissions for each Adinkra symbol’s category and posted to its global social media accounts.