Every Easter, the relatively quiet, scenic towns of Kwahu morph into a cultural hotspot, a music mecca, and a marketing masterclass.
Easter in Kwahu transcends religious tradition and wanton revelry.
It’s about strategy. It creates moments, builds community, and inspires FOMO. And for brands paying attention, Kwahu Easter is a blueprint for audience connection in motion.
Here are a few things I believe brands can learn from the energy and execution of Kwahu Easter:
Relevance Over Reach
Kwahu is continuous proof that location does not limit impact. Each year, Easter in Kwahu draws thousands to the mountaintop towns — driven by relevance, not geography.
The lesson? You don’t have to be everywhere; you just have to show up where your audience is fully invested. Brands that activate at Kwahu tap into people in their most unfiltered, joyful, and socially active state.
Experiences Are the New Ads
Newsflash! Nobody travels to Kwahu to watch commercials; they come for the vibe — and this year, smart brands like Guinness nailed it. Beyond ensuring their logo was highly visible on the massive stage they sponsored at Adom Park, they brought style and class with their setup.
The beverage giant didn’t just sponsor the Adom Mega Bash; they curated moments. They provided headline artists, Dope Nation, and used the occasion to launch their new addition — Guinness Extra Smooth. Trust me, the brand made it a point to emulate its tagline by shining the brightest.
Not to be outdone, HMD, makers of Nokia Phones, and Franko Trading tapped in with rewards for various contests and giveaways, ensuring the audience remembered what they represent.
And, of course, a human-centered event can’t overlook the toll merry-making takes on health. Smart brands like Alhaji Vision Eye Clinic, Zipman Capsules, RAWUS Pharmaceuticals, and Otwea Herbal Powder also brought their A-game. The LPMs and free samples interspersed between energetic performances were perfectly timed.
Jojo Lemon Vodka brought the punch with every sip. Their well-positioned, well-dressed sales ladies gave other beverage brands a run for their money.
Anything can happen on the road or during a trip of this sort, and Coronation Insurance assured the crowd that they had a package for everything.
Jamaa Detergent knew exactly what they were doing when they sprinkled the crowd with their well-branded team, cheekily reminding everyone: after this weekend, laundry is a must.
I honestly believe that those who took a bet on what Kwahu had to offer and drove up the mountain would have cashed out if Soccerbets had created an event for just that. While they may not have set up an event, their on-ground team made sure everyone knew they had a bet for every kind of fan. They were there to assure people that they had them covered should they choose to dabble in any betting.
I almost forgot about Lindador Reststop, which hosted Adom FM from Thursday through Friday, serving great taste and service while Adom served great music.
Think interactive booths, giveaways, selfie stations, flash mobs, or gamified challenges. At Kwahu, your brand doesn’t need to be a billboard. It evolves into an experience.
Be Part of the Culture, Not Just the Noise
New media has proved that it’s not enough to slap a logo on a banner. The most memorable brand activations at Kwahu this year were the ones that respected the culture — the ones that incorporated local language, fashion, music, food, and even traditional values into their storytelling and earned the respect of revelers and organic amplification.
Visibility is Good, But Immersion is Better
Some brands showed up. Others stood out.
At Kwahu, the brands that won didn’t just show face — they immersed. Fortune Spread pulled a power move with a live demo during the concert, catching the audience’s full attention.
Kivo tested their Gari Range with a late-night eating contest that met the crowd at their hunger point — genius. Personally, I believe they were positioning the brand as the go-to late-night snack because, trust me, most people had been on their feet for hours and were definitely starving by then.
These brands collaborated with local creators, engaged fans both on-ground and online, and became part of the story. That level of immersive branding? It wins hearts and hashtags.
Influence is Earned, Not Just Bought
In an environment buzzing with influencers, DJs, vloggers, and artists, audiences can smell inauthenticity. The brands that worked with creators who genuinely connect with Kwahu and its crowd bagged real engagement, not forced content. The takeaway? Build trust before hype.
The Follow-Up is Everything
Great festival branding doesn’t end when the music stops. The best brands use post-event content to recap, re-engage, and remind audiences why the moments mattered. This is when social media, email campaigns, and loyalty programs kick in.
Kwahu Easter isn’t just Ghana’s biggest party — it’s a living, breathing masterclass in how brands should show up.
For those willing to listen, learn, and co-create, it offers one of the richest, most organic platforms for building emotional equity.
The lesson is simple: Don’t just advertise to people. Show up for them. Celebrate with them. Immerse in their story.
Till next year, Kwahu. Cheers to the brands who got it right — and to the ones already planning their return.
#KwahuEaster2025 #BrandLessonsFromKwahu #AdomToTheWorld
Writer: George Benjamin Appiah (Kay Kwansah)