Kenya Breweries launches multi-brand consumer reward promotion to grow spirits market


Kenya Breweries Limited (KBL) has unveiled a campaign aimed at rewarding and appreciating loyal consumers of the Smirnoff, Baileys and Johnnie Walker brands. Dubbed ‘Win –a- ride’, the promotion that will run for eight weeks will see hundreds of Kenyans win daily and weekly prizes with the ultimate winner driving off in a brand new Subaru XV. Two other winners will take home sh. 500,000 each in the countrywide promotion.

“Win- a- ride brings together three incredible brands in our portfolio; Smirnoff, Johnnie Walker and Baileys which are already successful in their respective segments,” said Marketing Director Stephen O’kelly at the launch of the campaign staged at the plant.

To participate in the promotion, consumers will be required to buy either Smirnoff Vodka, Baileys or Johnnie Walker Red and scratch a panel on the bottle to reveal a six digit alphanumeric code. The alphanumeric code is then sent to a short code via SMS to make an entry giving the sender a chance to either win cash, other instant prizes as well as an entry to win the grand prize.

“This choice of the three is informed by the remarkable performance of these brands which are leading our spirits segment at the moment. We therefore want to reward our consumers with fantastic daily, weekly and monthly prizes, culminating in the enviable grand prize, to celebrate with them –which is what we are all about at KBL,” said Mr. O’kelly.

He added that the choice of the Subaru XV which is the grand prize is inspired by the fact that the promotion needed a prize that connects with the consumers’ passion points. The consumers of the three participating brands are bold, fresh, vibrant, cool, edgy, savvy, curious, and definitely fun!

The ‘Win- a- ride’ promotion will be KBL’s second consumer promotion for this year after a successful ‘Shikilia Nganya’ promotion in which a 35-year-old Pilsner consumer won a 29-seater minibus barely three weeks ago. The 29-seater ‘nganya’ is set for the ‘matatu’ industry and will supplement the winner’s other source of income. Thirty-six other consumers in that promotion won smartphones and home theatres over the ten week promotion period.


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