NASSAU, BAHAMAS — A leading local beer brand has launched a vibrant marketing campaign in celebration of the country's 50th anniversary of independence, a national milestone that coincides with its own 35th anniversary.
Dubbed 'Proud to Be', Kalik hopes that the disruptive tactics will encourage the public to embrace the personal ways they experience Bahamian culture.
"In April, Kalik launched its trailblazing campaign with its 'Cultural Referendum'. This poetic declaration of boldly Bahamian expressions was first featured in newspapers, web banners and social media postings," a release from Commonwealth Brewery (CBL) read.
An ad from Kalik's 'Proud to Be' campaign.
"Bahamians from all walks of life were encouraged to be proud of their heritage even if they preferred pancakes over boiled fish or made the controversial decision to put mayo in their conch salad."
However, the company revealed that this was only the first phase of the brand's plans.
"Now just three weeks away from the country's independence, KALIK has launched its imaginative take on the most important Bahamian symbol of pride, the national anthem. Released on television and social media, KALIK's revolutionary national anthem video is a tribute to where our country has been and an optimistic look at where it is going."
The video features 6 Bahamian musicians from varying musical genres and generations, Sweet Emily, Nehemiah Hield, Judah the Lion, Charisa Smith, A Major and Kelsey Marie.
"When we first discussed the idea of creating a unique take on the national anthem and featuring Bahamian artists, we really kept to the forefront of our minds using this opportunity to showcase the legends like Sweet Emily but also the next generation of amazing talent like A. Major," remarked Queswell Ferguson, Senior Portfolio Manager for Beers at CBL.
An ad from Kalik's 'Proud to Be' campaign.
When asked how she felt about being a part of the anthem video, Sweet Emily called it "genius."
"Every now and then someone will do their own take on the national anthem, but I thought the idea of bringing different artists together to collaborate on the song was really special. I think Bahamians are going to continue to love this version of the song for years to come," she said.
CBL expects that the campaign will become a benchmark interweaving marketing with immersive consumer experiences. To that end, it has launched the 'Kalikverse', which it calls a" creative hub for curated content aimed at sparking conversation" and highlighting the best parts of Bahamian culture.
Click here to read more on the Eye Witness News website
