According to the brand observatory, a study initiated by the Fieldpro and Adweknow institutes, BOCK, BEAUFORT, and IVOIRE are the three best-known beer brands in Ivory Coast.
The Bock and Beaufort brands belong to SOLIBRA (Société de limonaderies et brasseries d'Afrique), a subsidiary of the CASTEL group, which until 2015 held a virtual monopoly in Côte d'Ivoire.
In 2016, Heineken and the CFAO Group created Brassivoire and launched a new brand with a bold and subtle positioning, backed by a major advertising campaign: IVOIRE beer expresses its Ivorian character through its name and its advertising communications, as well as its festive, friendly and open-minded nature.
In two months—November and December 2016—IVOIRE beer invested more in advertising than the leading brands at the time, CASTEL and NUMBER ONE, spent over the entire year. The offensive continued in 2017, leading the Castel group to implement a completely revamped strategy and an unprecedented level of advertising investment: a record increase of +107% between 2016 and 2017 and nearly 1.1 billion CFA francs spent over the year.
In 2017, BOCK and BEAUFORT became the two leading brands of the SOLIBRA group, replacing CASTEL and NUMBER ONE.
Five years later, as shown in the tables below, Ivoire beer has succeeded, thanks to heavy advertising investments, particularly in billboards and television, and intense promotional support, in carving out a place for itself alongside the historic brands owned by SOLIBRA.
Spontaneous awareness + Top of mind:
BOCK SOLIBRA: 79%
BEAUFORT: 59%
IVORY COAST: 47%
Source: FIELDPRO/ADWEKNOW brand observatory
Total awareness: brands above 90%
BEAUFORT 96%
IVORY 95%
GUINNESS 95%
BOCK 93%
CHILL 92%
DOPPEL MUNICH 91%
Source: FIELDPRO/ADWEKNOW brand observatory
The most popular brands differ depending on gender.
MEN WOMEN
1 BEAUFORT 1 CHILL
2 BOCK 2 BOCK
3 CHILL 3 BEAUFORT
4 DOPPEL MUNICH 4 IVORY
5 HEINEKEN 5 HEINEKEN
Source: FIELDPRO/ADWEKNOW brand observatory
The Chill brand of non-alcoholic beer, the most consumed by women, is also the most popular brand overall among both men and women.
The most popular brands
CHILL 64%
BEAUFORT 60%
BOCK 60%
IVORY 55%
HEINEKEN 55%
Source: FIELDPRO/ADWEKNOW brand observatory