CONTEXT & BRAND IDEA
This is the story of one of the most iconic Mauritian ads. CIRCUS! started working for the Phoenix Beer brand in 2005. At that time, the Brand’s communication did not reflect the product’s special relationship with Mauritians. The brand signature was then “The Famous Beer of Mauritius” and talked more to the tourists than Mauritians. CIRCUS! was appointed to reposition the Brand. We came up with the line “NOU PAYS, NOU LABIER” which spoke of our pride in being Mauritians and having such a flagship beer.