EPISODE · May 12, 2026 · 1H 28M
The Competitive Weapon: How Ghana's Biggest Brands Use Music to Win Market Share
from MAD Conversations · host The Adverbe
Evans Kwofie has built brands inside some of the most competitive marketing environments in Ghana. From Diageo Ghana where he worked on Star Beer and Guinness, to Kasapreko where he ran marketing for Alomo Bitters, to Unilever, and now as Head of Marketing at Procus Ghana for Kivo, one thread has run through every campaign he has ever built. Music.In this episode of MAD Conversations, Evans breaks down the science behind why music works for brands, not as a feeling or an instinct, but as a strategic decision rooted in consumer insight, competitive intelligence and deliberate brand building. He takes us inside the research that revealed music as the number one trigger for Ghanaian youth in 2012, the R2Bees collaboration that helped Star Beer fight back against Club Beer, the Alomo Bitters repositioning that used Afrobeats to reclaim a generation, and the philosophy that has made Kivo one of Ghana's most recognized household brands.This is not a conversation about what music does in theory, but about how music actually shapes a brand's identity and leads to capturing the needed market share.MAD Conversations Marketing. Advertising. Digital. Design. Ghana's commercial creativity - documented.Enjoyed this episode? Leave a review on Spotify - it helps more people find the show.Connect with Abeiku: LinkedIn: /samuel-adFollow MAD Conversations: Instagram: /mad.conversations_ Facebook: /14zri1aebdd TikTok: /mad.conversations X: https://x.com/MADConversationListen on: Apple Podcasts: https://podcasts.apple.com/gh/podcast Spotify: https://open.spotify.com/show/1M5ojvM Website: https://adverbemedia.com/shows/mad-coChapters00:00 Introduction 03:15 Star Beer vs Club Beer: The Battle for the Youth 09:07 The Consumer Research That Changed Everything 11:33 R2Bees x Star Beer: How Music Reclaimed a Generation 19:19 How Club Beer Hit Back 39:31 Alomo vs Adonko: When Music Becomes a Competitive Weapon 50:23 The Kivo Story and the Philosophy Behind the Win 57:20 Why the Most Effective Ad Had No Dialogue 1:20:50 Commission or License: The Case for Owning Your Sound
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Evans Kwofie has built brands inside some of the most competitive marketing environments in Ghana. From Diageo Ghana where he worked on Star Beer and Guinness, to Kasapreko where he ran marketing for Alomo Bitters, to Unilever, and now as Head of Marketing at Procus Ghana for Kivo, one thread has run through every campaign he has ever built. Music. In this episode of MAD Conversations, Evans breaks down the science behind why music works for brands, not as a feeling or an instinct, but as a s...
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The Competitive Weapon: How Ghana's Biggest Brands Use Music to Win Market Share
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