A range of Kivo Products. Image Source: Procus Ghana
Kivo Products have become a household name in Ghana, with their popularity growing rapidly across the country. While many factors contribute to their success, one key element stands out; the strategic use of Ghanaian languages in branding and marketing. From television commercials to product packaging and billboards, Kivo has embraced local languages specifically Akan, Ghana’s most popular language, making their products feel more relatable and accessible to Ghanaians. This approach has sparked conversations about ownership, with many wondering if the brand is Ghanaian. However, beyond the debate, one thing remains clear: language has played a crucial role in Kivo’s market dominance.
Procus Ghana, one of the fastest-growing FMCG companies in the country, has successfully positioned its Kivo brand as a household name. With a commitment to quality and affordability, the company has built a strong distribution network, ensuring that its products are accessible to consumers across Ghana. From Kivo Hot Pepper to Kivo 4-in-1 Gari Soaking Mix, the brand has gained widespread recognition, not just for its product range but also for its unique approach to marketing.
A key factor in Kivo’s market success is its strategic use of Ghanaian languages in branding and advertising. Unlike many multinational brands that rely solely on English, Kivo embraces local languages, particularly Akan, in its commercials, product packaging, and billboards. This approach resonates with consumers on a cultural level, making the brand feel more relatable and authentically Ghanaian. No wonder after Ghanaians discovered the company isn’t for a Ghanaian, it became a shock.
In their various product advertisements, Ghanaian languages, especially Akan, have taken center stage. A striking example is seen in their Kivo Hot Pepper product, where the slogan “Ɛshishii” appears, though the correct Akan spelling is “Ɛhyehye” (meaning “It burns” or “It’s hot”). The advert’s theme song for the same product is also sung entirely in Akan, reinforcing the brand’s connection to local culture.
Additionally, on their Instagram page, an advert flyer for Kivo Hot Pepper features the phrase “…moko shiw”, which, when properly written in Akan, is “Muoko hyew” (meaning “Hot Pepper”). Another campaign for the same product includes the phrase “Hmm, hot and tasty ankasa,” where “ankasa” is an Akan word meaning “indeed” or “truly,” emphasizing the authenticity of the product’s spiciness.
For their Kivo 4-in-1 Gari Soaking Mix, the use of Akan in advertising is equally prominent. One notable advert features a flyer written in Akan and English, depicting the product in a boxing ring, symbolically wearing boxing gloves, with the bold headline “King of the Ring, Agyenkwa.” The word “Agyenkwa” is an Akan term meaning “Saviour,” emphasizing the product’s reliability and essential role in making gari soakings effortless. Additionally, the product’s slogan, “Gari soakings ayɛ easy,” translates to “Gari soakings made easy,” further reinforcing the brand’s appeal by using familiar and relatable expressions.
On the culinary front, Kivo has also embraced Ghanaian languages in marketing its spice powder products. In a video advert for their seasoning blend, the theme note boldly states “Frɔyɛ papabi,” which translates to “A very good stew” in Akan, emphasizing the richness and quality of the product. Similarly, for their soup seasoning, the flyer in the video features the phrase “Nkwan dɛdɛbi,” meaning “Tasty soup,” capturing the essence of flavorful Ghanaian cooking.
Beyond digital advertisements, these marketing messages are prominently displayed on billboards and signposts across the country, all written in Akan. This widespread use of Ghanaian languages in advertising not only makes Kivo’s products more relatable but also strengthens their foothold in the local market, proving that language plays a crucial role in consumer engagement and brand loyalty.
Beyond language, Procus Ghana has also emphasized local production, ensuring that many of its products are sourced and manufactured within the country. This not only supports Ghana’s economy but also strengthens the perception of Kivo as a homegrown brand. Even though Procus Ghana has Indian roots, its ability to integrate Ghanaian cultural elements into its business model has blurred the lines of ownership in the eyes of consumers.
The success of Kivo Products shows the power of language in shaping consumer behavior. By speaking directly to the people in their own language, the brand has built trust, loyalty, and a strong emotional connection with its customers. In an industry where competition is fierce, Kivo’s ability to leverage Ghanaian languages has proven to be a winning formula.
Editor: Ama Gyesiwaa Quansah
