Strategic Objective
To strengthen Primus’ position as “The Beer of the People” by aligning it
closely with the emotions and energy of the national football league —
tapping into values of national pride, friendship, and enjoyment.
By crafting a compelling league identity and an ATL campaign, Primus
becomes synonymous with the fan experience — both inside and outside
the stadium.

Creative Rationale
1. League Identity Design

We developed a fresh, vibrant league identity inspired by:

Rwandan cultural motifs combined with modern design elements to
reflect national pride. Football iconography infused with the blue & gold
color scheme of Primus to ensure instant brand recall.
A tagline that bridges both worlds:

“RUHAGO YACU, PRIMUS YACU”
(Our Football, Our Primus)

This captures the dual essence of enjoying football
and a cold Primus with friends.

2. ATL Campaign Concept

The ATL campaign is built around three emotional pillars:

Pride:
National football brings Rwandans together with one voice. Our campaign
visuals feature real fans, community heroes, and iconic stadium moments
wrapped in Rwandan flags and jerseys – with Primus always in hand.

Friendship:
We showcase the rituals of match day — friends gathering around TV
screens, banter in bars, cheers in local hangouts — always with a Primus at the center. It’s not just the game; it’s the people you share it with.

Enjoyment:
Football is a celebration. So is Primus. Our TVCs, radio spots, and
billboards deliver high-energy, joyful scenes that connect match-day
excitement with moments of refreshment.

Media Execution

TV & Radio:
Energetic commercials aired before, during, and after match broadcasts.
Commentary-styled radio jingles that hype up fans while promoting
Primus.

Billboards & Transit Ads:
Strategic placements near stadiums, fan zones, and high-traffic areas
with visuals combining league identity, Primus branding, and key
slogans.

Social Amplification (linked to ATL):

While not strictly ATL, key visuals are mirrored on digital to extend
campaign reach and create a multi-channel emotional connection.
Impact Goal

Through this partnership and campaign, Primus doesn’t just sponsor
football — it becomes a core part of the football experience.
It strengthens its role as a celebratory, inclusive, and culturally rooted
brand, further deepening loyalty among its audience.