When Life Gives You Lemons, Start a Lemon-Flavoured Revolution

This is the story of a cult brand that took a two-footed leap into culture and let it dictate the path forward. Inspired by a beloved local lemon and ginger elixir, it sparked a national frenzy and a cultural revolution.

This session isn’t a case study – it’s a masterclass in cultural immersion. You’ll learn how to interrogate culture from its natural habitat, how to let go of control and how to create with courage.

You’ll uncover how to reengineer culture, not just mimic it – and how to craft brand expressions that fit like a bespoke suit, not borrowed costumes.

If you desire to build brands that reengineer culture, this is a session you cannot afford to miss.

Speakers:  

Maureen Rutabingwa, Head of Spirit Innovation – Africa, Diageo

Alemu Emuron, Chief Creative Officer, The Quollective