Brief

Boss Energy Drink was set to enter the Ghanaian market with bold ambitions to become a major player in the energy drink category. The goal was to launch with strong visibility, generate buzz, and drive brand awareness by 50 percent within six months. To get there, the campaign had to be loud, culturally relevant, and full of star power.

Insight / Big Idea

Energy drinks thrive on vibe, hype, and association with powerful personalities. So we went big. We partnered with Ghana’s global music icon Stonebwoy to lead the launch. His influence, charisma, and active lifestyle aligned perfectly with the spirit of the brand. The message was clear: whatever your hustle is, wherever you are in life, Boss It Up.

Execution

The campaign launched with a high-energy brand event and a star-studded ambassadorial reveal. Stonebwoy headlined every element from a punchy TV commercial and radio jingles to striking outdoor visuals and a full digital roll-out.

We executed ATL, BTL, and digital campaigns, all featuring Stonebwoy. Media buying covered nationwide radio and TV, with influencer recruitment driving extra heat on social. We followed up with strategic post-launch activations and live events to sustain buzz.

Results

The results were instant and undeniable. In just one quarter:

Demand grew by over 200 percent

Social media followers doubled

Brand awareness soared beyond the initial 50 percent goal

With Stonebwoy as the face of Boss Energy Drink, the brand secured its place in Ghana’s competitive beverage scene — not just as a drink, but as a cultural force.