The determination by Nigerian Breweries Plc to further strengthen
the affinity of Goldberg Lager Beer with consumers in the South West has been
identified as the basis upon which the brand’s new credential campaign was
activated in Lagos and Ibadan. The brand
recently unveiled its new identity
in a credential campaign named: ‘Your Excellency’.
Patrick Olowokere, Corporate Communications/Brand PR Manager,
Nigerian Breweries Plc said the activation could not have been held at any
other place because Goldberg is the number one brand in the South West region.
“Your Excellency could not have commenced its journey from any other place apart from the South West of
Nigeria where it is the favourite beer brand of the people”, he stated.
Due to the brand’s cultural affinity
with the people in South West Nigeria and the loyalty of consumers there,
Olowokere said the unveiling was held at the two locations to strengthen
the bond that has developed over the years between consumers in the South-West
and Goldberg lager beer.
According to him, the people of the Southwest and
Goldberg lager beer also share a common bond – respect for traditional values
and institutions. That is why the brand has thrown
its weight behind festivals like Ojude Oba in Ogun
State; Udiroko in Ekiti State and the Osun-Osogbo in Osun State,
festivals that define and capture the essence of the cultural ethos of the
people.
Corroborating him, Emmanuel Agu, Portfolio Manager, Mainstream
Lager and Stout Brands, Nigerian Breweries Plc said as a brand that
demonstrates its high regards for the culture and traditions of its target
consumers, Goldberg is a befitting beer that deserves the befitting title:
“Your Excellency”. “No other beer brand matches Goldberg’s respect for the
people’s culture. Goldberg has demonstrated that it occupies a class of its own
in adding value to the way of life of the people”, he stated.
Similarly, Funso Ayeni, Senior Brand Manager, Regional Mainstream
Brands, Nigerian Breweries Plc, said “just as “Your Excellency” is at the apex
of all kinds of addresses used for occupants of certain positions of high
standing all over the world, that is how “Your Excellency” is a befitting
address for the befitting beer, Goldberg.”
The activation of the campaign attracted a large turnout of
consumers as well as the company’s distributors in Lagos and Ibadan. The events
featured colourful cultural performances as well as an appearance by wave
making Lil Kesh in Lagos and the
popular Small Doctor in Ibadan.
(L-R): Joseph
Bodunrin, Regional Business Manager, Ibadan; Funso Ayeni, Senior Brand
Manager, Regional Mainstream Brands, Nigerian Breweries Plc; Ope
Oluwalusi, Zonal Business Manager, West, Nigerian Breweries
Plc; Josiah Akinola, Assistant Brand
Manager, Regional Mainstream Brands, Nigeria Breweries Plc at the
unveiling of Goldberg Lager Beer as ‘Your Excellency’ in Ibadan recently.
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