FEROX, CETTE NOUVELLE BOISSON ÉNERGISANTE QUI VA FAIRE VIBRER LES JEUNES SÉNÉGALAIS
Dakar has embraced the Ferox brand. Officially launched on September 17th by SOBOA, the Castel Group's new energy drink aims to win over a new generation of ambitious and determined Africans. To meet this challenge, the brand has secured a high-profile ambassador: Cameroonian champion Francis Ngannou, whose contract runs until 2029.
Senegal has gone all out to welcome Ferox.
Representatives from Castel and SOBOA, influencers, content creators, cultural figures, and VIP guests were all present for this grand premiere. An evening dedicated to energy, music, and pushing personal limits.
To mark the launch, Ferox offered the public a free concert featuring renowned artists such as Mia Guissé and Ibro Nadio, among others. Hip-hop, music, and urban culture blended together to set the tone for a brand that directly targets a youth that is forward-thinking, creative, enterprising, and dreams big.
“Never stop”: the slogan sums up Ferox’s mindset.
And the choice of Francis Ngannou to embody this role is no coincidence.
From illegal immigration to the pinnacles of boxing and MMA, his journey is that of a man who transformed obstacles into strengths. A trajectory that aligns with Ferox's values: perseverance, intensity, and determination.
FEROX is thus partnering with Francis Ngannou in a partnership agreement until 2029. A Cameroonian sports figure with international renown, the champion will support the brand in its development and contribute to promoting its ambition to its consumers.
“FEROX is an energy I know. The one that pushes you to get up when no one is watching yet, to keep going when everything tells you to stop. I experienced this energy before I named it. Today, it has a name, FEROX, and it comes from us!” says Francis Ngannou.
For Grégory Clerc, CEO of the Castel group, this association goes far beyond a simple advertising contract.
"His career is absolutely exceptional. He's not someone who waited for luck to smile on him, he's someone who created his own luck," he emphasizes.
But above all, Castel sees Francis Ngannou as a symbol: a child of Africa who has become an international figure, reflecting the ambition displayed for Ferox.
A BRAND BORN IN AFRICA, WITH INTERNATIONAL AMBITIONS
Ferox aims to be much more than just another energy drink. The Castel Group wants to build a pan-African brand, born in Africa and destined to have a global reach.
After Cameroon and Gabon, Senegal is among the first four launch markets.
The target audience is clearly identified: students, young professionals, athletes, artists, creators and entrepreneurs, a generation that wants to go "further, faster, higher".
“With Ferox, we are not simply launching a new drink. We are launching a brand born in Africa with an international ambition,” says Grégory Clerc.
Another strong marker: local roots. Ferox is manufactured locally in its markets and also intends to rely on local artists and creators.
"One of Ferox's distinctive features is its local roots," insists the CEO of Castel.
33 CL TO CONQUER THE SENEGALESE MARKET
Available since September 17th, Ferox arrives in Senegal in 33cl cans. The drink is enriched with vitamin C, vitamins B3, B5, B6 and B12, as well as caffeine and taurine.
It is entering a market already occupied by several energy brands. The commercial battle is therefore expected to be lively.
But Castel is already showing its ambitions.
In five years, Grégory Clerc wants to see Ferox as a brand firmly established in consumption habits in Senegal and elsewhere, with an international reach.
The spectacular launch of Dakar thus kicks off a new adventure for SOBOA and the Castel group.
A brand born in Africa. A global champion to wear it. A youthful target audience. And a promise in two words: Never stop.
Commentaires (14)
faites tres attention
deja les boissons energetiques en occidents commencent a etre bannies.
Alerte
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j'en dirai pas plus. Faites vos recherches sur Google et alertez vos amis et parents.
Wassalam
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