Heineken, a centenarian premium lager beer brand on the stable of Nigerian Breweries Ltd has survived generations of beer consumers the world over. In its many decades of existence, the beer brand has continued endearing itself to teeming consumers of discerning beer drinkers, increasing in brand equity while recording huge profits for its investors.
It is not a regular pack type for beer in Nigeria because if you have noticed, energy drinks are known for sleek cans most times; and then recently soft drinks. As such, it is not what we will call the regular pack type for beer; and so, going into it, we were very skeptical. But then, I think what we call a winning design led to something I will call a winning proposition.
Of course, you have the World Cup that comes once in four years. But on the yearly basis, this is the highest level of football and it has delivered a lot for the Heineken brand and we are proud to be associated with the platform. In the advert you see on outdoor, on billboards, TV, digital, radio, this is also a way of driving that partnership. It is a way of driving the association with the Champions League.
With changing consumer behaviour exacerbated by the global pandemic, Is the sleek can achieving its set goal of creating new associations with football and develop among sport enthusiasts? It is a way of fighting back against COVID; to also say that yes COVID is a threat to all of us. Some months ago, we couldn’t sit together but life goes on. It is our acknowledgement that the pandemic has really brought a lot of restrictions on people but that does not mean it is the end of the world.
Last year, the campaign you talked about was tested in Nigeria and other countries and Nigeria got the highest score globally in terms of connecting with the message and the passion portrayed in the commercial and we are very happy with that. So, the UEFA Champions League is a very relevant platform for the Heineken brand and it is really doing well in Nigeria.At the end of the day you can do the activation anywhere you can take people to.
Heineken as a brand with strong ties with sporting events became one of the first global brands to invest in the Lagos Fashion and Design Week. Could you elaborate on what informed this transition and the success so far? What more should Heineken loyalists expect as the brand continues in its quest to influence and define the global fashion landscape?
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