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Cowbell Mascot Mama Kulutu entertains at FIKIN in the DRC
The international Kinshasa fair (FIKIN) took place in Kinshasa for one and a half months. The fair is an important event held in Kinshasa during school holidays and it gives people the opportunity to attend many musical events, roller coaster games and the restaurant serving local dishes.
Since last year, the DRC has been using the Cowbell Mascot Mama Kulutu in its communications. In 2013, as our competitors launched two new dairy brands in the market with blue packaging and in order to avoid confusion in consumers' minds, we launched the Mama Kulutu campaign. She highlighted differences between the blue color of Cowbell milk and other milk brands. Since Mama Kulutu represents the elderly aunty, who knows everything in local language, the message was understood.
This year, Mama Kulutu took the opportunity to entertain her fans during the fair by hosting a small dancing contest.