BOS Ice Tea and Siya Kolisi
When two South African icons come together, magic brews.
International
BOS Ice Tea and Siya Kolisi joined forces in a powerful collaboration that fused flavour, purpose, and national pride—launching a movement that proved greatness isn’t just achieved, it’s crafted..
Brief: Break into the European market with a limited budget and introduce BOS Ice Tea to a global audience, using South African rugby icon Siya Kolisi as the face of the campaign..
Insight: Siya Kolisi’s journey—from township roots to Rugby World Cup-winning captain—mirrors the BOS philosophy: greatness is crafted, not born. Like BOS Ice Tea, Siya is the product of time, care, and the right ingredients. As Siya’s World Cup moment neared and his move to France became public, he was not just relevant—he was resonant..
The Execution: We launched a digital-first campaign, Everyone is Brewed for Greatness, spotlighting Siya’s story through a hero film and four emotive short-form interviews focused on his “ingredients” to greatness: Joy, Authenticity, Connection, and Impact. A cross-continental QR-code competition drove product engagement, offering fans in SA and France a chance to meet Siya. Every can sold also contributed to the Kolisi Foundation, with nearly half a million rand raised. The campaign brewed a deeper emotional connection, boosted sales in two key markets, and brought fresh eyes—and hearts—to BOS.
Everyone is brewed for greatnes.
Every can sold also contributed to the Kolisi Foundation, with nearly half a million rand raised. The campaign brewed a deeper emotional connection, boosted sales in two key markets, and brought fresh eyes—and hearts—to BOS.
