Kenya’s leading afro-pop group Sauti Sol have landed a major partnership deal with EABL’s Chrome Vodka. The ‘Live and Die in Afrika’ boy band group will be the brand ambassadors who will drive its “Dream big, be bigger” #Shineon campaign while the brand becomes the official sponsor of Sauti Sol’s upcoming Live and Die in Afrika National tour.
The tour, which will be one of its kind in the country will see the group stage mind-blowing performances in major towns in the country including Kisumu, Mombasa, Eldoret, Nakuru and Machakos to popularize their album, which has already proven to be a big hit in the local charts after going platinum within just 37 hours of its official launch.
Speaking at the partnership signing at the EABL headquarters, EABL Marketing Manager, Mainstream spirits, Anne Joy Muhoro said, “Chrome Vodka aims to support local talent and at the same time drive a rand that resonates with our target consumer.”
In December 2014, EABL introduced Chrome Vodka to tap the consumer segment seeking a price accessible, high quality brand with premium cues the brand is leading innovation in the lower mainstream segment and has recently expanded to include a pre-mixed vodka, chrome spark with recommended retail price of Kshs 80 per 300ml bottle and a lemon flavored vodka with a recommended retail price of Kshs 180 for 250ml.
The #Shineon campaign with Chrome Vodka is all about standing out from the crowd but doing so with style. It’s about getting to do that which your heart desires now and achieving all you can while you live in the moment. In their fifth single from their album, Sauti Sol had taken product placement to a whole new level with Chrome Vodka as one of their major brands in the video ‘Shake Yo Bam Bam’; a move that their Managing Diector Marek said should happen more often; that is more partnerships happening in the industry. They also had Chrome Vodka as one of their sponsors in their Live and Die in Afrika Album launch concert at the Ngong Racecourse on February 13th 2016.
Managing Director of Sauti Sol Entertainment Marek also said, “Sauti Sol is Kenya’s pride in the music industry; young men who have a vision that they are successfully bringing to life. They have managed to build a strong brand in both local and international markets. They have achieved this through the power of determination and dedication. These are the characteristics that resonate with both Chrome and Sauti Sol’s target consumers.”
Live and Die in Afrika was added in BBC Africa’s top 10 tracks of 2015 and Okay Africa’s top 15 albums of 2015. Sauti Sol were also listed as Billboard Africa’s Most Promising Group, The Standard Newspaper’s 2016 Agenda Setters and Drum Magazine Africa’s Movers & Shakers. Comprising of Bien-Aime Baraza, Willis Austin Chimano, Polycarp Otieno and Savara Mudigi, the group blends warm resonant pop with traditional influences together with their soulful voices to create a mélange of energetic rhythms; this is just but one of the reasons why the group is one of Africa’s most celebrated and East Africa’s pioneers of fresh sound.
Sauti Sol now join DJ Kalonge who was unveiled as a brand ambassador of Chrome Vodka in March 2015.
The multi award winning group will also advocate for responsible drinking among the youth as they traverse the country. Responsibility, accountability and strong morals are key in ensuring that the youth drink responsibly.