Insight

Bell Lager Sets The Pace for Progressive Marketing With Sign Language-Interpreted Ad.

By Isa King | May 25, 2022

As part of parent company – Diageo’s global I&D agenda, Bell Lager, Uganda’s first beer and flagship brand for Uganda Breweries Ltd (UBL) has rolled out Uganda’s first-ever TV advert catering to people with hearing disabilities. The advert is a demonstration of Bell’s celebration of diversity and contributes towards efforts to help shape a more inclusive society.

“As a brand, we recognise that our consumers fit within a much wider social reality, and we embrace the diversity that this brings. People with hearing disabilities are underrepresented within society, and through this ad, we want to step up, recognise their value and share the message of Mpola Enjoyments with them as part of our commitment to fulfilling a deeper social purpose,” said Matilda Babuleka, Brand Manager, Bell Lager.

As a demonstration of the brand’s embracing inclusive marketing practices, the refreshed advert under Bell Lager’s Mpola Enjoyments campaign incorporates visual language communicating to people with hearing disabilities who are often left out of mainstream communication.

Globally, parent company Diageo has committed to being a champion of inclusion and diversity driven by the belief that inclusive and diverse culture makes for a better business and a better world.

“We will use our creative and media spend to support progressive voices, celebrate diversity in our advertising and help shape a tolerant society. We hope this inspires industry-wide change with more inclusive marketing through marketing campaigns that reach and resonate with people from all walks of life,” Matilda added.

Bell Lager is a product of Uganda Breweries Limited, which company has been a champion of inclusion and diversity. In the recent Prudential HR Awards, Uganda Breweries scooped the award for the Best Human Resource (HR) Practices in Uganda after emerging among the top contenders in thematic areas including diversity and inclusion, and environmental, social and governance (ESG) compliance.