Soley Dezil

In a regulatory environment where advertising for alcoholic brands is prohibited in Mauritius, the Soley Dezil campaign emerged as an innovative initiative for Phoenix Beer, a beloved beer brand on the island.

The campaign aimed not only to foster a stronger connection between Phoenix and its community but also to enhance the social media experience for its audience. Drawing on Phoenix’s ability to bring people together, the concept was elegantly simple yet highly impactful: share a beer with interesting personalities from various fields in Mauritius. This materialized in a series of interviews featuring beloved, talented, and up-and-coming Mauritian figures in a new light. The goal was to provide the audience with an immersive, conversational experience with these individuals, making it feel as if they were enjoying a beer with their favorite singers, entrepreneurs, comedians, and more.

Rooted in the core values of Phoenix Beer, the campaign emphasized patriotism, pride in being an islander, and generosity. By illustrating how a simple beer could bridge connections, even in virtual spaces, the Soley Dezil campaign celebrated the spirit of unity and camaraderie embodied by Phoenix Beer. In doing so, it not only complied with strict advertising regulations but also transformed how the brand engaged with its community, all while staying true to the values of Phoenix Beer.