Project Overview
ABI is preparing to commercialize a South African beer brand, Flying Fish (5.9% ABV), in the local market. The objective is to introduce the brand to a young adult audience and build early awareness and trial.
Target Audience
Primary: 18–34, with a strong focus on 18–24.
This demographic is driven by social experiences, discovery of new products, and a preference for fresh, youthful brand personalities.
Budget
The budget is limited, but exact figures have not been communicated at this stage. Efficient, high-impact, cost-effective solutions will be essential.
Timing
Campaign period: Week 17, 2026.
