Windhoek Lager in new Atmosphere

Atmosphere Communications, an associate to King James, has just been awarded the Windhoek Lager account on a 5-month contract basis, with the option of a permanent appointment. Atmosphere was selected to assist in bringing the brand to life in the, as yet, untapped Shaker market.

"The Shaker is defined as an educated male, aged between 30 - 40 years who lives in a dual world where old and new need to be reconciled. Having experienced Apartheid years, the Shaker's is a crossover lifestyle, reflecting a fusion of cultures: churchgoing and outgoing, gospel and kwaito, traditional and western - they feel the beat of the new South Africa," says Solomon Willis, Windhoek Lager Brand Manager.

This is Atmosphere's first client from the Brandhouse stable and the agency will work in conjunction with King James and Hammer to host Alternative Jazz events aimed at the Shaker market in both Johannesburg and Cape Town.

"Together with our affiliate partners in Johannesburg, we plan to rope in celebrities that are relevant to the booming Shaker market and establish Windhoek Lager firmly in the mind of our Shaker consumer as the discerning guy's beer," says Nicola Nel, Managing Director at Atmosphere.