Nigeria Breweries Unveils ‘Flavour’ for Life Campaign


Raheem Akingbolu

Nigeria Breweries Plc has announced a Nigerian artist and Music star, Flavour, as brand ambassador for its Life Lager Beer.
At the unveiling, which took place at the company’s head office in Lagos recently, the artiste was presented to the media as the face of the Life Beer with the theme ‘Flavour for Life’.
The deal is expected to run for two years.

Speaking at the event, Corporate Affairs Adviser Nigeria Breweries Plc, Kufre Ekanem, said the unveiling of Flavour as Life Beer ambassador is one of the huge stuffs for the company’s 70th year anniversary celebration.
He explained that Life Lager Beer originated from the Eastern part of the country, precisely in Anambra State, in 1981, and has always enjoyed huge patronage in the region.

According to him, the choice of Flavour as the face of Life Beer is connected to the fact that the artiste hails from Igbo land and his rhythm and style of music exudes the heritage of progress entrenched in the Igbo culture. This he said, made Nigerians and Africans love his music, even when they don’t understand the language.
“The Igbos belief that life is better when shared. They believe in sharing their heritage of progress, industry, resourcefulness, and enterprise values.

“Flavour embodies these values just as Life Continental Lager Beer defines the Igbo in every consumer. Life has chosen an ambassador that suites its focus,”he said.
Kufre however cautioned that Life Beer is not presented as an Igbo brand, but to everyone that identifies with and share the unique values of the Igbo culture; just as Flavour’s songs transcends religious, ethnic, and language barriers.

His words: “we have the biggest portfolio of brands. We have brands with regional and national focus, essence, target and focus. But here, we are just being through about the essence of life. Some Nigerians are not Igbo, but they like certain things about the Igbo culture. The music of life goes beyond boundaries. Flavour’s songs are mostly in Igbo, but it attracts other tribes on the continent.”

Speaking on his partnership with the brand, Flavour said “I’m so happy and proud to be part of Life. I’ve been singing about how people should enjoy and express their life. Now I have the opportunity to key into it through this brand.
“My music is in consonance with what Life Beer stands for. It’s a partnership that matches. I won’t mind making an album for life. Now they’ve added Flavour to Life, and the celebration has just began,” the artiste said.

Lipton’s New Campaign Targets Muslim Consumers
As Muslims embark on the annual Ramadan fast, Unilever Nigeria Plc. is encouraging consumers to take action in line with the spirit of Ramadan through the just launched Ramadan campaign for her flagship Lipton Yellow Label tea brand.
Speaking about the rationale behind the campaign, the Category Manager Tea and Spreads, Vivian Ihaza explained that the Ramadan period, which is a very important for Muslim consumers across Nigeria is not only a time of reflection and prayers but also a time to reach out to someone in need.

According to her; “It is a fundamental human truth that we all have good intentions and thoughts that are related to social goodness but most times, our busy lives get in the way of turning these thoughts into actions”.
The Lipton Ramadan campaign is about encouraging our Muslim brothers and sisters to #ThinkLessDoMore by taking actual, concrete actions this season without expecting anything in return’. She further noted that Lipton Yellow Label tea as the uncontested market leader in Nigeria is well placed to deliver this message of encouragement.

The campaign which kicked off last week with some popular social media celebrities using the hashtag #ThinkLessDoMore on their twitter and Instagram handles will continue through the Ramadan period on television, radio and other communication channels.

The Lipton mobile Ramadan lounge will also be stationed at select mosques across Nigeria to provide refreshment after IFTAR prayers to Muslim Faithful’s. As the Lipton Brand Manager, TayoAdesokan also pointed out, “It’s not just about Lipton preaching but also taking concrete actions too.This is Lipton’s way of also “Doing” in line with the campaign idea”.

President of the Nigeria Stock Exchange, Mr. Aigboje Aig-Imoukhuede is expected to deliver the keynote address, while marketing communication experts, Michael Theodore (USA) and Dr. Oliver Gray (Belgium) are expected to speak at the summit.

Winner Emerges in Three Crowns Competition
A mother of one, Mrs. Nkechi Brayila has emerged the 2016 Three Crowns Milk mum of the year. Nkechi was declared winner ahead of four other finalists at the grand finale of the competition held recently in Lagos.
The panel of judges made up of Nollywood stars, Mercy Aigbe-Gentry, Annie Idibia, and popular Chef, Uzor Orimalade declared Nkechi Brayila the winner having scored overall highest mark in the three stages of the competition; Fitness, Smartness and Fun Tests.

By emerging the 2016 Three Crowns Milk Mum of the Year, Brayila would be rewarded with an all-expense paid trip for a family of 5 to an exotic location with one-year supply of Three Crowns Milk.

The second place winner Mrs. Olabisi Omolabi was rewarded with a double door Refrigerator, the third place winner won a Washing Machine while the fourth and the fifth placed contestants were given consolatory prizes of N50, 000.00 worth of shopping voucher each. The finalists also went home with cartons of Three Crowns milk products.

Speaking at the grand finale, the Marketing Director, FrieslandCampinaWAMCO, Mr. Tarang Gupta stated that the Three Crowns Milk Mother’s Day campaign is deeply rooted in the brand’s purpose of recognizing and rewarding the key roles which the mother play as an enabler in the daily upkeep of the family.
Gupta noted that Three Crowns Milk as a low cholesterol milk brand that cares for the health and well-being of its consumers, is joining the rest of the world to put a smile on the faces of mothers for their love and care for the family.

“One of the key things that we have identified is that the foundation of any family is the mother and with them being the foundation, they need to stay fit and healthy which is what Three Crowns truly believes in. We strongly believe that if the pillar of the house being the mother is taken care of, the whole family is strong” he said.

Also speaking on the Mum of the Year initiative, the brand’s senior manager, Maureen Ifada, stated that the campaign is hinged on the brand’s repositioning ideology with the tagline Healthy Mums, Happy Family’ and also the belief that mothers are the pillars of the house therefore there is a need for the brand to continuously engage and enlighten them of the need to maintain a healthy family always.

“Three Crowns is family milk but our communication is targeted at the mums because they make the buying decisions and if we are able to take care of the mums, they would in turn take care of the rest of the family” she said. She further advised mothers to ensure they maintain a healthy work-life balance, eat right and regularly exercise to stay fit.
Ifada also disclosed that beyond the family vacation trip to an exotic location, the winner would also get one year supply of Three Crowns Milk and she would be an integral part of all the brand activities throughout her reign as the Three Crowns Milk 2016 Mum of the Year.

In her reaction, Brayila expressed her appreciation to the promoters of the brand for the opportunity bestowed upon her while also promising to judiciously execute all the activities expected of her as an ambassador.