In 2021, Heineken’s Global ZERO Alcohol Beverage team partnered with jump! Innovation to create a new type of energy malt brand for African consumers.

Join Lee Geraghty, Partner & Head of Market UK for jump! Innovation, and Claire McFerran, Senior Global Category and Innovation Manager for ZERO Beverages, Heineken, to discuss their culture-led approach to brand creation, which combines traditional consumer research with nuanced cultural insight and on-the-ground partnerships and creative collaborations. View More

With fierce competition and a really cluttered functional energy drinks category in Nigeria, jump! and Heineken moved fast to build a new energy proposition called Zagg; one that goes beyond old cliches and product functionality and positions energy more meaningfully around spirit, movement and resourcefulness.

jump! and Heineken carried out insight work with Creative Collectives in Cairo, Abuja, Addis-Ababa and Johannesburg and embarked on a series of remote-ethnographic creative workshops to understand the role and meaning of energy for young Africans today.

Zagg is a brand and a story that reflects the progressive, adaptable, joyful spirit of African youth; a drink made differently for those who do things differently.
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