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Brands in early positioning this year, launch TVCs, consumer promos


As consumer appetite increases and Nigerian retail market gaining more ground, brands have started early positioning in 2014, with launch of television campaigns and product promotions as timely market penetration strategies.

Over time, brands in Nigeria have realised the power in product promotions and alluring campaigns as they continue to deploy the strategies to convince 167 million Nigerians market to make buying decisions in their favour.

Hollandia Yoghurt from the stable of Chi Limited had in December 2013, started a promo to run till February 28, 2014, a campaign aimed at promoting and deepening the market penetration of Hollandia Yoghurt across the country while also creating awareness for the brand’s value propositions. Till date, the promo has recorded tremendous participation from all parts of Nigeria with thousands of entries being sent in every day.

Deepanjan Roy, managing director, Chi Limited, says “Hollandia Yoghurt promo was conceived to reward the ever growing population of consumers across Nigeria that has made Hollandia Yoghurt their number one drink.”

Two years after the launch of its groundbreaking Friendship (Padi Na Good Thing) Campaign, Airtel Nigeria, with 25 million subscriber base recently took another giant step in fulfilment of its vision to become the country’s most loved brand with the launch of ‘Come Alive,’ a new thematic campaign targeted at youth.

According to the firm, the new campaign which follows ‘Nigeria we got you covered’ campaign launched last year, effectively summarises its brand promise of empowering Nigerians to realise their full potential and dreams, enabling youth and the young-at-heart to come alive and to stay in touch with their family, loved ones and friends with the latest and most innovative mobile internet and digital value offerings.

Speaking at the formal unveiling of the new campaign in Lagos recently, Segun Ogunsanya, managing director/CEO, Airtel Nigeria, said the company was committed to empowering young Nigerians with the latest and most innovative package and exciting digital experience.

Nutricima Limited, maker of Coast, Nunu, Olympic milk, and other nutritious food drinks, is another brand in early start as it is set to launch its latest consumer-reward initiative tagged ‘Nutricima Mega Cash Promo.’

The promo, which aims at rewarding new and existing consumers of Nutricima’s range of milk products, will run for three months starting from January 13 to April 14, 2014.

According to Wande Oluwasegunfunmi, head of marketing, Nutricima, consumers stand chances of winning millions of naira and numerous gifts after purchasing any of Coast evaporated milk, Olympic evaporated milk and family pack of Nunu powdered milk, which has the promo label.

By: Daniel Obi