Zambezi Lager was traditionally positioned as the “tourists brand” since its launch in 1992 but given the decline in the tourism industry over the years this positioning lost relevance, and inevitably the brand was alienated from the local consumer.
A new campaign was launched which ‘urbarnised’ the brand and focused primarily on the local consumer in 2005. The campaign which was launched in October 2005 retained two elements about the Lager:
Zimbabwe’s celebrated brand – It is still Zimbabwe’s Own Lager.
Zambezi is still an iconic outdoor brand – fishing, running etc.
It is a world class beer.
Zambezi launched yet another exciting refreshed outdoor campaign “Never Runs Dry Campaign” in 2014 and moved to the current “Follow the call” campaign in 2016.
It is all about enjoying the outdoor life with a Zambezi! World class in every glass!