We did some research on K44 x Salatiel collaboration and this is a Case Study of Salatiel and K44 (UCB ) Beer Brand
Salatiel is a Cameroonian powerhouse artist and producer with an eye for talent. He’s behind the rise of some top artists under his label Alpha Better Records. Salatiel Livenja Bessong was born in Tiko, on December 26th, 1987. He is a fervent music lover who forged his way to the top. For discography, he has many top singles including the “Anita” story. Plus his award-winning “Africa Represented” album which had his work with Beyoncé. Such calls for interest came from a home brewery.
UCB Created was in 1972, is one of the pioneer brewing companies in Cameroon as well as the largest Cameroon-owned brewery company.
Positioned in the beverages and specialty beer market, the brewery produces thousands of hectoliters every month, which are marketed in glass bottles, PET bottles, and barrels.
A true jewel of the Cameroonian industrial landscape, UCB takes immense pride in its Cameroonian genetic backbone, its products, services, and approach to the market – which is entrenched in its Cameroonian roots. That is why we constantly seek to make and deliver quality products that are mindful and respectful of quality benchmarks and standards to both our consumers and customers.
High Man General, Salatiel represents such qualities identified by UCB and so on 14th October 2020, they signed a deal with Salatiel as its brand ambassador. Adding Salatiel made UCB rebrand and give their product K44 a face-lift. Many identified with him and the brand grew nationwide.
Together they’ve worked on major humanitarian projects like visiting inmates in prisons and donating provisions for young learners. UCB has seen growth in its products in Cameroon’s anglophone regions. Finally, last year they held a mega show with multiple artists including their star Salatiel.
Salatiel’s presence was major marketing drawing tons of fans to the show. Both artists and brands have seen progress in a short while as a result. Much more are lined up for this deal for 2023.