The profile of the Cadbury brand got a boost recently when its world’s largest inflatable jar attracted global attention that earned it a place in the Guinness Book of Records. Raheem Akingbolu reports
To make it into Guinness World Records, people do extraordinary things that would make them stand out. The reason is simple; GWR is the global authority on record-breaking achievement. First published in 1955, the iconic annual Guinness World Records books have sold over 136 million copies in over 20 languages and in more than 100 countries. Additionally, the Guinness World Records: Gamer’s Edition, first published in 2007, has sold more than 4 million copies to date.
One can then imagine what happens when a brand finds its way into such record. This captures the feelings of the management of Cadbury Nigeria Plc, producers of household cocoa beverage Bournvita, that recently broken the Guinness World Record for inventing the World Largest Inflatable Jar. With the achievement, the company has not only broken a new ground but has successfully put Nigeria on the world map.
The certificate of recognition was presented to the company’s management at the Cadbury Head Office in Lagos. The World Largest Inflatable Jar is 30.33 tall. Presenting the certificate, the Managing Director, Alexander Forbes Consulting Actuaries Nigeria Limited, Mr. Sa’ad Jijji referred to the achievement as another giant stride from Cadbury Nigeria to promote the brand.
“Innovations like these are worthwhile as it helps to create healthy competition that produces amazing value. The world’s largest inflatable jar from Cadbury is one of such amazing innovations and certainly deserves recognition” Jijji said.
While receiving the certificate Managing Director, Cadbury Nigeria, Plc, Mr Roy Naaman described the recognition as a confirmation of the company’s innovation driven progress and assured that the company is committed to delivering value, motivated by ground breaking innovations to satisfy its consumers.
“We are truly happy at this recognition as a validation of our innovation driven evolution. At Cadbury Nigeria Plc, we pride ourselves as being responsible and accountable to our consumer, and as their needs for nourishment evolve, we are determined to stay true to meeting such needs” Naaman said.
He added that “upon the rebranding of our flagship brand Bournvita, we decided to go all out and ensure our consumers get a feel of what they will continue to enjoy whenever they enjoy their nourishing Bournvita. The World Largest Inflatable Jar represents that unending satisfaction our consumers are assured for trusting a brand that has transcended several generations. Cadbury Bournvita is, infused with the right amount of vitamins and minerals that provides the best in nutrition and vitality for the development of the mind and body”.
How it all began
The journey into what became a global success started last year, when the company unveiled a new Cadbury Bournvita and what was described as the world’s largest inflatable jar. The event, which was witnessed by the wife of the Lagos State Governor, Mrs. Bolanle Ambode, also attracted head of regulatory bodies like the Director General of The National Agency for Food and Drug Administration and Control (NAFDAC), Mrs. Yetunde Oni, the president Nutrition Society of Nigeria, Prof. Ngozi Nnam and the Director General Consumer Protection Council, Mrs. Dupe Atoki.
While commending Cadbury for the landmark achievement and its various CSR projects, Mrs. Ambode noted that Nigerians including her children consumed most of the company’s products, which attested to the company’s good quality products.
Beyond the unveiling, the company also demonstrated its poise to delivering value, driven by ground breaking innovation to satisfy its valued consumers. As the needs of consumers evolve, the management stated that it had evolved and provided them with a better and improved experience, adding that the innovation was one of such amazing experiences.
Looking back, it can be argued that the certificate is no doubt a strong validation of the achievement because the innovation itself was awesome enough to generate commendation from many quarters from day one. Beyond the commendation by stakeholders in the beverage and manufacturing industry on the day of the unveiling, the certificate is simply one of the strongest confirmations of the recognition from the Guinness world records.
Innovation as a driven force
Speaking during the unveiling of the jar, the managing director of the company, Roy Naaman, had stated that Cadbury was attempting to set a world record by unveiling the jar measuring 30m tall. He also said the company had a great commitment to growing the Nigeria food industry and remaining steadfast despite the very challenging environment. Above all, Naaman pointed out that innovation was a major tool in the company’s toolkit and that it informed the new development.
With the latest development, it is difficult to dismiss the position of the chief executive officer because it appears Bournvita has changed the trend of competition and set to take the market to another level.
In many ways, it can be concluded that the company’s recent achievement in the area of innovation was as a result of its commitment to business sustainability in the country.
Looking back, one can also establish that innovation has always been a strong element of development at Cadbury Nigeria Plc. From time to time, the company has stated that it believes in delivering value driven by ground breaking innovation to create a strong connection between the brand and the consumers and also cater to their need for value and quality. This has driven its activity and has helped the promoters sustain a heritage that has brought them this far.
As a brand, Bournvita is a leading Cocoa beverage that now comes in a revolutionary new pack, fortified to deliver the essential vitamins and minerals needed for the growth and nourishment of both children and adults for non-stop vitality. The new pack fulfils the company’s desire to provide a contemporary and innovative appeal to customers while retaining its quality that makes it a number one beverage choice.
As a household name in several countries across the globe, the new development is believed to be timely as it will help Bournvita reclaims its market territories in some markets. Among other tools, the brand has in recent years engaged in repacking, re-branding and sponsorship to connect Nigerians. As a customer focused company, with a brand essence that focuses on satisfying the taste needs of its patrons, the leading beverage is appeared to be more than ever poised to deliver on its promise to consolidate its leadership position.
At a recent event to refreshed the identity of the brand, its promoters declared that they wanted their numerous customers and all Nigerians to know that their Bournvita brand is alive, exciting and always improving. Among other objectives of the rebranding project, the handlers reinforced the leadership position of Bournvita and recreated a new excitement around the brand to further connect with the brand’s primary target.