Star Beer Relaunch
Year
Client
Guinness Ghana
Challenge
After a production break, Star Beer needed to reignite love and loyalty in Asanteman.
Goal
Relaunch Star Beer in Kumasi with a campaign that felt local, proud, and unforgettable.
REIGNITING A CULTURAL ICON
The relaunch was inspired by the sparkling spirit of Ghanaians. It aligns with the bravery of the people, a spirit that drove their success against all odds throughout history.
The Idea
“Star Aba Fie” (Star Is Home)
We built the relaunch on a simple but powerful truth: home is where authenticity lives. The campaign celebrated Star’s return to its birthplace in Kumasi, honoring tradition while signaling a refreshed commitment to local pride and craftsmanship.
The Execution
A PR Homecoming Done Right
We staged a cultural homecoming. On the ground in Kumasi, we marked the relaunch with a high-profile stakeholder event, graced by His Majesty Otumfuo Osei Tutu II, regional dignitaries, GGB PLC leadership, and community influencers. ([Ghana Stock Exchange][1])
We activated media immersion and influencer amplification, turning the story of Star’s return into headlines and social buzz across Ghana.
Through cultural performances, local heritage narratives, and strong stakeholder endorsements, we reinforced Star as more than a beer, a symbol of identity, homecoming, and Ghanaian pride.
The Results
A Return Worth Celebrating
Estimated earned media value: ~GHS 50,000
Estimated total reach: 8 -10 million impressions across TV, print, radio, digital
Strong coverage in national and regional outlets, bolstering Star’s relevance and emotional connection with consumers
The Tibule Touch
For us, this was a reunion. Through storytelling, stakeholder engagement, and authentic PR craft, we brought the legacy of a heritage brand back to life
