OWNER The Heineken Group (Netherlands)
Main: “Start the conversation” (from Lingala, “Fongola Masolo”)
Secondary: “Our Time” (from Lingala “Tango na biso”)
Secondary: “Our Beer” (from Lingala “Biere na biso”)
This advert is placed on the side of Avenue Raymond Paillet, one of the main roads in Pointe Noire, Congo’s second largest city and economic hub. The artery serves as a gateway to the city for the traffic originating from northern suburbs and most importantly from Brazzaville, Congo’s capital.
The beer Primus is the most popular beer in the Republic of Congo (also called Congo Brazzaville) as well as in the neighbouring DRC (“Congo Kinshasa”). Originally produced in Belgium, the former colonial power in DRC (former Belgian Congo), owned by the giant brewer Heineken, it entered the country in 1923 and has been the market leader ever since. The Heineken Group is one of the very few comp…