Raheem Akingbolu takes a cursory look at ‘mama oyoyo’, the television campaign recently conceptualised by Peak Milk to bond with and celebrates mothers

Though a television commercial, the ‘mama oyoyo’ campaign, sponsored by Peak Milk, where top Nigerian artistes like; Yemi Alade, Inyanya, Selebobo, Olamide and Tekno collaborated is a timely gift to Nigerian mothers. As the world celebrates ‘Mother’s Day’ this Sunday, it is instructive that the brand has successfully leveraged on the occasion to strengthen bond of love.

Beyond the annual celebration, the place of mother in day-to-day life cannot be ignored. In most homes, mothers are like kings; children adore them and fathers respect them. No wonder, many local and international musicians have used the mother as a connecting point to reach their audience.

For instance, Prince Nico Mbarga’s ‘Sweet Mother’, still remains memorable since 1976 in the hearts of many because it touches on what everybody love –mother.

In the new TVC, the Nigerian Artistes used a friendly platform to remind all, of the unique place of mothers in life. The message strikes immediately because it affects all.

This is where the promoters of Peak Milk appear to have gotten it right. It is strategic and timely to have thrown their weights behind the group of four musical icons, who collaborated to produce the “Mama Oyoyo” song.

It is believed by analysts that consumers will celebrate the Peak brand for this initiative but as an icing on the cake, the company has produced a special limited edition packs customised in affectionate and appreciative words like ‘Sweet Mother’, ‘Thank You’, and ‘Love You’. The Peak Milk initiative which has been applauded by many has no doubt project the brand a perfect gift of choice for mothers on Mother’s Day. At no extra cost, Nigerians can send personalised messages to their mothers.

Speaking on the new initiative, Senior Brand Manager, Peak Milk, Miss Oluwaseyi Ayesa, said the new initiative was informed by the need to celebrate Mothers who are central to the family.

“We came up with this new song, for our brand’s Television campaign as a way of making the society to appreciate Mothers and what Mothers do in the lives of every individuals and nations.”

She stated further that the brand took a step further in celebrating mothers by introducing into the market a special limited edition packs for its products emblazoned with affectionate and emotive words like “Love You”, “Thank You” and “Sweet Mother”.

How it all began

All over the world, many successful people attribute their success to their mothers. It is therefore no surprise that a day has been set aside to celebrate mothers.

Mother’s Day is a modern celebration honouring one’s mother, as well as motherhood, maternal bonds, and the influence of mothers in society. All over the world, Mothers’ Day is celebrated commonly in the months of March or May with a lot of passion and ceremonies. This year, it is expected to hold on March 6 and May 8 (in the US). Like other festive seasons such as Christmas and Valentine’s Day, Mothers’ Day has lots of cards, presents and rituals attached to it.

The celebration of Mother’s Day began in the United States in the early 20th century. It specifically began in 1908, when Anna Jarvis held a memorial for her mother at St Andrew’s Methodist Church in Grafton, West Virginia.

In some countries, Mother’s Day has been changed to fit already existing celebrations honouring motherhood, such as Mothering Sunday in the United Kingdom.

However, motherhood shouldn’t be celebrated only on Mother’s Day but every day. Motherhood is about love, celebration, bonding, strength and sacrifice.

The Peak brand

Eleven years ago, when Peak Milk, from the stable of Nigeria’s foremost dairy company, FrieslandCampina WAMCO Nigeria Plc., marked its 50th anniversary of being the Nigerian dairy market, it reminded its patrons that from ‘generation to generation’, it had always been there with them and for them. But the power of the communication of that advertisement actually lay in the power of the Peak brand. In the South-western part of the country, mothers, who are in their 80s and 90s will give good account of the uniqueness of what they used to call “miliki olope”. Roughly, this translates to mean the palm tree milk. Ironically, the palm tree motif on the label on the tin of the milk is actually not what the brand derives its name from but the mountainous peaks overlooking the palm trees.

The power of the Peak Milk brand is attested to as the brand celebrated its 60th anniversary last year, ten years after it reminded Nigerians that it had always been there for them from generation to generation. While it is obvious that the brand has faced stiff opposition from competing dairy brands, the power has always been in its name-Peak Milk. And that is the fact that there can only be one.

To really understand the Peak Milk phenomenon, there might be need to know where the brand is coming from.

Since it was a brand (and many will bet it still is) that resonated with the family, Peak from the onset has been a brand that the family identifies with.

That it chooses the occasion of mother’s day to deepen its relationship with mothers simply points to the fact that the brand is still on the track.

Happy mother’s day!