The garnish that accompanies the gin ‘n tonic consumption ritual is iconic.

Retroviral partnered with Run Jump Fly after we found a PlantWave device – capable of extracting different frequencies from different plants – and we asked, what music genre could we create bed music for that comprises juniper, citrus, rosemary and other African botanicals?

The answer: Afrobeats, or even Afrobeatanicals.

With the beats per minute of an Afrobeats track mirroring the natural, resting heart rate, the content stars aligned, and synergistic brand positioning of ‘Put your Crown on Ice’ for Black Crown was perfect…

With Ama Gaisie’s ‘Slow Down’ lyrics as the finishing touch, this campaign has resonated with a target market always under pressure to be on the hustle, 24/7. Record PR results, reach, and breaking top 30 charts across both the country and the continent – 34 markets across Africa on Spotify, alone – we can proudly crack open a delicious, cold Black Crown, put our crown on ice, and cheers to this one …

You can watch the case film below:

https://www.youtube.com/watch?v=gJ5fIX-_0oE

Here’s our official music video for afroBEATancials, featuring the vocal talents of Ama Gaisie: