Saint George
Adey Music & Studio
Overview
In 2017, St. George Beer, Ethiopia’s flagship heritage brand, began a bold cultural transformation to remain relevant with a new generation of Ethiopians. The nationwide campaign #BeMelaEnifka, launched during the Ethiopian New Year and led by Spotlighting Marketing, introduced a message of confidence, individuality, and cultural pride. By activating three main influencers and ten supporting creators nationwide, the campaign sparked youth-led conversations across the country and repositioned St. George as a symbol of celebration and boldness. The success of #BeMelaEnifka became the foundation for something larger: Adey Media – a long-term cultural platform that blends music, storytelling, and modern expression.
Company
Saint George
Industry
Service
Marketing
Duration
on going
IMPACT
Adey Media proved that a brand-led cultural ecosystem can deliver both scale and storytelling even without access to traditional ATL tools. By embedding itself in music, content, and cultural experiences, St. George Beer redefined how a legacy brand connects with the next generation
KEY HIGHLIGHTS
Born out of the success of #BeMelaEnifka, expanding St. George’s youth engagement into a long-term cultural platform
Built around 3 interconnected pillars: Adey Studio, Adey Chewata, and Adey Music Fest ‣ Positioned as Ethiopia’s flagship cultural platform for music, storytelling, and modern youth celebration
Transformed a 120-year-old heritage beer brand into a bold, youth-driven movement
PROJECT
ACHIEVEMENTS
0
TOTAL REACH
0
ATTENDEES
0
TOTAL VIEWS
0
ADEY STUDIO DROP