Bralirwa Plc under its mainstream brand Primus is rolling out a new thematic campaign, dubbed, Primus Yacu Iwacu or My Primus, My Rwanda.

Primus Yacu Iwacu looks to celebrate the long heritage of the brand as Rwanda’s first industrialized beer and highlights the fact that while the trends may have changed, Primus remains the same, a great-tasting quality Rwandan beer.

To bring this idea to life, the campaign combines a set of black and white imagery meant to represent past trends alongside colour imagery representing the present day. The campaign is set to run for a period of up to six months and will feature mainly on OOH (Billboards), radio and digital.

The Primus Yacu Iwacu campaign predominately features Primus Brand Ambassador, Bruce Melodie.

Through this campaign, it is the brand’s ambition to position the Primus brand as a modern beer that defines who young Rwandan adults are today, proud of their culture and traditions and in tune with what’s new and what’s to come.

The Primus brand positions itself as a brand built on National Pride, Friendship and Enjoyment and is the official name sponsor of the Rwandan Football League; the Primus National League.

For more information on the Primus Yacu Iwacu campaign, follow @PrimusRwanda on Facebook, Instagram & Twitter.

About Bralirwa Plc

Bralirwa Plc is a Rwandan company producing and selling beers and soft drinks. The Company’s beer brand portfolio includes Primus, Mützig, Legend, Amstel Malt, Turbo King and Heineken, all proudly produced in the Gisenyi brewery. The Company’s largest selling beer brand has been available to consumers since 1959. Since 1974, the Company has been producing and selling soft drink brands under a licensing agreement with The Coca-Cola Company. These include Coca Cola, Fanta Orange, Fanta Citron, Fanta Fiesta, Fanta Pineapple, Sprite, Stoney, Krest Tonic. Cheetah energy drink and Vital’ O are the company’s own brands.

The Company was founded in 1957 with the construction of a brewery located in Rubavu. Since 1971, Bralirwa Plc is a subsidiary of Heineken N.V, which holds 75% of the shares of Bralirwa with the remaining 25% listed on the Rwanda Stock Exchange. As a socially responsible company, Bralirwa supports a variety of projects from Health, Local Sourcing to Environment.