Discovering the New Extreme

The Challenge - Energy Drinks

In most African countries extreme sports have a small following and little relevance. In order to credibly infiltrate the market our Energy Drink client (who built their brand on the back of extreme sports), needed to find and capitalize on alternate activities that could be a substitute for conventional “extreme” sports across the African continent.

Our Approach

IGI worked with consumers to identify key subcultures, scenes and emerging activities across 9 African countries. We also identified the key influencers in each new activity and then develop an insight based activation plan.

The Result

By identifying the key activities and influencers the brand was able to credibly infiltrate the African market whilst staying true to their brand essence.


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