Category: Brand week

  • InterContinental Hotel to reward guests

    InterContinental Hotel,Lagos, in partnership with two banks, has launched the world’s first prepaid hotel Loyalty Card Scheme, for members of its Reward Club

    According to the hotel, the club is a points-based booker’s incentive programme open to individuals and corporate organisation with a range of exclusive privileges and benefits which will enable members’ book and spend with the two banks’ InterContinental Prepaid Card.

    The Director, Sales and Marketing of the hotel, Mr Krishma Kunar, said corporate and individuals who book rooms, meetings, banquets with the InterContinental, Lagos get every dollar back via points, which will be remitted to each guest’s Wema Bank InterContinental Rewards Prepaid card when due, and will enable the holder to use the card and spend the money anywhere.

    The Chief Executive Officer (CEO), Wema Bank, Mr Segun Oloketuyi, noted the desire to partner with the InterContinental Hotel Group.

     

  • Checking the menace of fake electrical products

    Checking the menace of fake electrical products

    Despite their risk, fake electrical products abound in the country. They are the causes of many fires in which scores were killed and properties destroyed. ADEDEJI ADEMIGBUJI examines why their importation is on the rise.

    Richard Adekunle, a business executive working in a new advertising

    agency got his ideal job effortlessly. Fresh from the university, he was placed on a yearly salary of N1.2 million. After receiving his first salary, Adekunle got an apartment close to his work place to save transport cost. He also bought some electrical appliances from the Alaba International Market where such items are cheap.

    He bought electrical fittings, a toast machine, an electric kettle, a table freezer, all for N20,000. He saved about N30,000 on his purchases. Excited with starting life on a good note, Adekunle called his technician to fix the cables, sockets and other electrical gadgets and asked his fiancé to put the kitchen electrical appliances in order.

    Ten days after he fitted his electrical appliances, they suddenly packed up. After an assessment, his technician discovered that the power cable transporting currents to the electrical appliances had melted while the appliances too could not withstand the voltage being transported. The technician told Adekunle that his electrical appliances are fake, adding that he was lucky to have escaped electrocution.

    But Francis Emenike’s family was not so lucky. The price he paid for using counterfeit electrical cable were the lives of his two sons!

    As he and his wife, Adauma made for the children’s room, they found it engulfed in thick smoke, the couple forced their way into the room to rescue the children. Two of the children had been choked to death while their little boy, Eze, survived.

    Emenike’s family was a victim of counterfeit electrical fittings. The family while building its house patronised a technician who uses counterfeit electrical materials in order to maximise his gains. All the cables, which passed through the roof from the outer electrical poles source, were found to be fake. Since the cable could not withstand heat, it caught fire.

    Director-General, Standards Organisation of Nigeria (SON), Joseph Odumodu notes Nigerians’ penchant for fake products, citing his experience in a popular electrical and electronics market in Lagos.

    “I went to Alaba International Market and I saw an old woman trying to buy an electrical appliance. I saw what she was buying and I told her that the product was counterfeit. She said my son, this is what I can afford and I said, madam if you get home and it burns your house, what will you do? She said God will not allow it to happen.”

    Beyond Nigeria, counterfeit electrical materials are wreaking havoc in many households. In 2007, the global media reported that a seven-year-old boy was electrocuted by a fake Nintendo Game Boy charger his family bought in Thailand. Later examination of the charger showed that the gap between the primary and secondary circuits was only 1mm instead of the 4.6mm recommended by European Union standards. The implication is that the touchable charging pins of the device could become live. The incident prompted a United Kingdom (UK) Trading Standards Institute investigation that led to a Europe-wide recall of dangerous chargers and adaptors, but six years on, sub-standard and counterfeit chargers are still on sale.

    According to UK-based Plugsafe, a voluntary group of electrical engineers, as major retailers are selling illegal chargers in the UK. Senior electrical engineer at South Africa-based CBI Electric, Dr Michael Grant, says counterfeit goods may look the same, but they don’t perform in the same way.

    “The reproduction (of our circuit breakers) is visually similar, but there is no quality reproduction whatsoever,” he says. “The counterfeit versions offer no form of safety at all, and pose a direct risk to the installation.” Indeed, when tested against IEC 60947 standards for low voltage switchgear and control-gear, the counterfeit devices fail dismally.

    “The South African government, through its Department of Trade and Industry conducted raids, seized counterfeit goods, and tested them in a laboratory. Even under normal load-conditions the counterfeit products ignited and started to burn,” adds Grant.

    The world is under threat of counterfeit electrical appliances. The International Chamber of Commerce (ICC) estimates that trademark counterfeiting accounts for about six per cent of world trade estimated to be $350 billion annually. In the mid-year report for 2005, the US Department of Homeland Security (US DHS) reports that customs seized more than $64 million worth of counterfeit products during 3,693 seizures.

    Electrical equipment alone accounted for over $6 million worth. The Canadian Anti-Counterfeiting Network (CACN) estimates that Canadian market in counterfeits is between $20 and $30 billion yearly.

    In Nigeria, the situation has not fared better. Odumodu said last year, consumers spent over N500 million on sub-standard electric bulbs. Also, to cut the distribution of sub-standard electric cables, he said SON also seized over N450 million counterfeit electric cables at the Alaba International Market after an earlier raid of nine truckloads of substandard electric cables worth over N200 million.

    Also, the Consumer Protection Council (CPC) in Southsouth Nigeria has impounded over 100 sub-standard cable wiring products valued at N5 million from markets and distributors in Port Harcourt, the Rivers State capital.

    With majority of the cables coming from Asia, especially China, according to the International Anti-Counterfeiting Coalition (IACC), it is estimated that about $125 billion is lost in tax revenue and additional welfare spending in developed countries alone while about 2.5 million jobs have been lost. However, Alaba Market, Port Harcourt and the porous borders are cited as the gateway through which counterfeiters enter the market.

    An electric cable manufacturing company, Nigerchin Electrical Development Company Limited, recently alerted the CPC to the entry of counterfeit electrical products through Port Harcourt and Alaba International Market. But the Chairman, General Electrical Dealers Association, Chief Uche Igwe denied the accusation, saying there are no factories in Alaba where counterfeit electrical products are produced.

    “That is an erroneous notion. Alaba is not a market for counterfeit. There are no factories in Alaba. Is it Alaba traders that bring those counterfeit through the border to Nigeria? How can you crucify a trader who bought goods he wants to sell and does not know whether it is a pirated product or not? Who are those people loading and bringing the containers from the borders? I think the blame for the influx should go to the government,” he said.

    The porous borders and ports provide perfect grounds for dumping of counterfeit products. Investigation reveals that the Customs and SON hardly collaborate to stem the tide. A Customs official at Apapa, Lagos who does not want to be named, told The Nation that the job of Customs is to ensure that the products being shipped into the country are not illegal and not to subject them to quality test.

    Notable electrical product supply chains, such as Leventis, Kingsway, among others, have folded up because of the influx of counterfeits. Sharp brand has suffered the worst blow in the last two decades too. The company, which produces electrical and electronic appliances while trying to consolidate its market presence in partnership with Dajcom Limited, affirmed that the brand lost its market leadership when consumers’ confidence waned following the faking of its electrical and electronic products.

    The Managing Director of Sharp Middle-East and Dubai, Fumio Yamagudu, told The Nation, that the company is ready to start all over again after two decades of onslaught from counterfeiters. Also, the Managing Director of Dajcom, Mr. David Safa, said in the last two decades, there were many fake Sharp products at Alaba International Market, which he regarded as the biggest home to electrical products in West Africa.

    With strategic alliance between Sharp and Dajcom, he believes that it will be difficult to counterfeit the Sharp brands as they are ready to assemble the product in Nigeria at a competitive price while the opening of shops across the country will make patronage of counterfeit meaningless to consumers.

    To restore confidence, Odumodu said SON is beginning to uncover more than it used to, since the agency began to inspect the warehouses of importers. “We have also noticed that some warehouses are being relocated to more remote areas to avoid our inspections,” he said.

    He assured Nigerians that those who specialise in the importation of sub-standard products won’t escape no matter how hard they try. He advised importers to buy only products that are safe for use.

    “This issue of sub-standard product is a Nigerian issue, not just mine or SON’s but everyone is involved. It is a very sorry story when you go over to the Manufacturers Association of Nigeria (MAN) and discover that over 60 per cent of companies on its lists have closed down because of this menace. Those who bring in these substandard products are promoting unemployment and insecurity, which is indirectly fuelling terrorism. The more people speak up, the cleaner Nigeria will be for all of us,” he said.

    Counterfeit cables worth over N2.2 billion have been destroyed by SON, while 50 companies have been sealed off. But the consumers face enormorous challenges, including poverty and unequal income even within the same social bracket.

    Many of the consumers spoken to expressed their preference for the cheaper counterfeited products because they are within their income range. The question regulatory agencies are asking is: Is the price worth the risk to consumers’ life? A sales representative at a Quick Service Restaurant in Lagos, Gbenga Durojaiye, affirmed that his purchasing decision is based on his income. Veronica Nonzo said despite being able to afford original products, she still believes the spec for the market is still low compared to used imported electrical products from Europe and America.

    “The used imported ones, which are manufactured to standard specification in the UK, US and other developed countries are better option for me. I have the money to buy original ones coming to Nigeria, but I normally go for the used imported ones because they last longer,” she said.

    An electrical technician in Alagbado, a Lagos suburb, Tunde Oluwole said most of his customers often complain of cash constraint compelling him to buy whatever their money can afford. He stressed that used imported ones seem more reliable than new ones. This reasoning may be strange, but it is a generally accepted standard in the country.

     

  • Featuring unknown models in TV commercials for brand positioning

    Most brand managers brainstorm before they choose a known model for television commercials (TVC). Considering scandals often associated with celebrities, brand managers believe using them could mar their brands positioning.

    In its latest advert, The Odyssey, Heineken decided to do the unusual: feature non-professionals for a TVC.

    The models have never enjoyed the limelight that is often the reserve of actors, models and celebrities. But through rigorous scripting and directing, they are Legends. Remarkable for its novelty in the recent Heineken Legend’s platform as well as a departure from the norm in advertising campaigns, particularly TVCs, where advert creative directors rarely feature non-professionals, the brand’s TVC, which is sure to thrill viewers, parades 20 non-actors who demonstrate unique skills and legendary talents.

    While the aim is to prove that every man, regardless of age, race or status, has the talent to do something legendary, the storyline is created for the Heineken brand by Wieden + Kennedy Amsterdam, hence, following its ‘Legends’ platform, which saw a series of ‘Men of the World’, who are pushed to discover their limits and overcome them.

    Filmed in Barcelona, Spain, on a specially built boat, the advert showcases the adventures of a legendary castaway who climbs aboard a ship, entertains, charms and impresses the passengers and crew with his skills and wits. From climbing a rope unto a moving ship, participating in a limbo contest, sliding a bottle perfectly, to tap dancing, the advert demonstrates the uniqueness of each of them.

    It follows a symmetrical pattern showcasing the 20 legendary men who are costumed as castaways with striking resemblance to each other but differentiated by their show of varied skills. Each character is immersed seamlessly into the role he is playing which gives the advert a good story flow from the beginning to end.

    Opening with a moving boat where a rope climber hastily climbs atop the boat, the scene showcases the skill of John O’Grady, a talented rope climber who proved his talent at the auditions. The stunt is immediately followed by the legendary Rail Jumper who effortlessly jumps aboard the boat. The Ads goes further to show the skill of the Jacket Buttoner whose story is indeed an interesting one.

    The Jacket Buttoner auditioned as a dancer but by a twist of fate, the director spotted the amasing speed at which he inadvertently buttoned his jacket while performing his dance routine which led to his selection.

    Next up in the ad is the Limbo Dancer, who is seen showcasing his limbo dancing skills amid cheers from onlookers. This was immediately followed by the amazing bottle opener whose skill in opening bottle corks with almost anything is phenomenal. He opens a bottle of Heineken with the claws of a crab. This climaxes with the legendary Bird Caller showcasing his skills by making sounds which attracts birds. After making bird-like sounds, he tosses the crab upwards; a bird catches it midway and flies away.

    Not done yet, the ad showcases the skills of the amazing disrober, whose speed in undressing is extraordinary. In a matter of seconds, the disrober is able to disrobe himself of his clothing. After this, the skills of the legendary Pool Diver and Rail Slider are showcased. This was followed by the Synchronised Twins.

    The twins’ legendary status is buttressed by the fact that they are able to synchronise their movement in perfect harmony in such a way that the audience would be tempted to believe they are seeing a reflection in the mirror. The synchronisation skill motivated their selection during the auditions. Their demonstration is followed by that of the wonderful Eyebrow Raiser whose skill at raising his eyebrows to extraordinary lengths distinguished him.

     

     

     

    Another magnificent showcasing of talent in The Odyssey ad is that of the Bottle Slider. He is able to deftly slide a bottle to a particular spot with precision in a seemingly impossible way. The ad also features the Legendary Ballroom Dancer and the very skilful Dancers made up of a Russian Jumper, Krumper, Conga Dancer and a Break Dancer. They are able to charm passengers aboard the boat with sublime display of dancing skills. The ad ends with the delightful dancing skills of the Lady Thrower and the Tap Dancer.

    With this TVC, Heineken believes that all of its drinkers have a legendary talent inside of them but just need a chance to show it to the world. The Odyssey provided that platform for 20 ordinary men to show the world what they’ve got.

    The brand also issued a response to sceptics’ comments on this latest advertising campaign after debate was sparked online about whether the men in it were truly skilled. Mr Walter Drenth, Marketing Director, Nigerian Breweries Plc said: “When we saw the comments about the Odyssey TVC, we wanted to show that there are no boundaries between real and fake, proving that real men have unique skills, and everyone is legendary at something.”

    He added that, “Our Legends campaign is an entertaining homage to our drinkers and their legendary behaviours. We are convinced that many of them out there have at least one legendary talent. They just need a chance to show it to the world. This is why Heineken decided to offer its next film, The Odyssey, as an opportunity for 20 young men to show us what they’ve got. And they are all legendary.” The brand has no doubt brought a new vista in the area of TVC production.

     

  • Kobis Foods launches Kara Burger

    Kobis Foods has launched Kara Burger, a meal made of bean cake and bread.

    The product, according to its Director, Mrs Sade Imoagene, is made with bread, bean cake, and spices of vegetable.

    “This is the birth of history and the beginning of something great. Those conscious of their health need not worry because we will meet needs in hygienic ways. This is just the beginning and we will proudly compete with world-class fast foods.

    “Our vision is to sell the Nigerian market and stand out for global recognition. The Nigerian pride and potentials should be showcased to the world so it will soon become a platform for people from all nations to seek after the product,” Imoagene added.

     

  • ‘We are not bothered about Nigeria’s security problem’

    ‘We are not bothered about Nigeria’s security problem’

    Despite its security challenge, Nigeria remains a country of first choice for investors. The Chief Sales Officer of Europe, Middle East and America for Grohe, a leading sanitary company, Mr. Michael Rauterkus, in this interview with ADEDEJI ADEMIGBUJI explains why the firm is coming to Nigeria.

    Why is Grohe in Nigeria?

    First of all, Grohe is an international brand. We are in more than 120 markets; we are everywhere in the world. We are where in every places where the market is and Nigeria is a big market. The country is just fantastic; we think this is an interesting market.

    What indicators made Nigeria attractive to the company?

    We looked at modern indicators, people move from cities to cities, from rural areas to urban areas and in doing these, they are building houses and whenever people build house, they build bathrooms and that is one of the reasons we are here. We feel that our expertise is needed in the country. We have noticed that people spend a lot of money in bathrooms. In most cases, they build one, two and three in a house. One other reason we are here is sustainability. If you look at the market with 170 million people that is growing daily, we are assured that we can bring about sustainability.

    Are you bothered about Nigeria’s image?

    We are not bothered about issues that have to do with such problems. We are operating worldwide; we are operating in many countries like Kenya, China and Brazil etc. We operate in countries with several challenges like Nigeria and I think we have a team in Nigeria that can combat these issues and make the best out of it. We are in Nigeria for the long term, we are not afraid of doing business here and we love Nigeria.

    It seems you have confidence in this country. What influence this confidence?

    I think we’re are here for good and so far our business has continue to grow. We have made a strategic decision that Africa, West Africa and especially Nigeria is strategic to us. We will focus on the growth areas and whatever we need to do, we shall do.

    You first came to Africa through Egypt and later South Africa and now you are in Nigeria. Can you tell us your experience in Africa and what is your projection in Nigeria?

    I must say that we have had a good experience in Africa. Let me say here that there is no country of the World without volatility. We expect volatility and we have experienced it in many countries we have doing business. The major trend is that Africa is continent that is growing with potentials. With our products and bathrooms, we have seen that Nigeria is a country and market with full potential. Since we started two years ago, we have had amazing growth and therefore, we need to develop the country in a way we can.

    How are you coping with competition, especially from China?

    Yes, it is true that some of their products are cheap. Let me say that we have bought a Chinese company and one of our shareholders is a Chinese. So, clearly, we know there is a market for the low end of the market and we are factored it into our pricing.

  • Coscharis Motors co-sponsors Knorr Taste Quest

    Seeing an automobile brand partnering a food and beverage company giant could sound strange to laymen but to brand experts, it’s simply a marketing synergy meant to foster sales, build shared-value, trust and create market penetration.

    Customers of the two brands will feel such effect as they watch the Knorr Taste Quest season 2 TV cooking competition featuring a new co-sponsor, Coscharis-Ford who has come on board the Unilever-initiated show. Cosharis Ford promises to reward the winner of the cooking reality show an EcoSport mini SUV.

    The General Manager Marketing & Corporate Services of Coscharis Motors Limited, Mr. Abiona Babarinde said: “The all-new EcoSport is a mini SUV designed for the multitasking urban customer who has the spirit to explore life outside the usual boundaries. This characteristic resonates with the caliber of the contestants that I saw emerge from the keenly contested screening.”

    However, the Group Managing Director of Coscharis Motors Limited, Mr. Josiah Samuel said: “Coscharis is proud to partner with Unilever given the shared pedigree of both firms as value driven, customer focused and result oriented organisations. Moreover, Knorr is a globally recognised and respected brand of food seasoning, while Ford is a highly reputed global automobile brand. I believe this kind of partnership will only produce a best fit result for all the brands involved.”

     

  • The road to Cannes

    • Local organiser announces jury list for young Lions competition

    The organisers of the Young Lions Competition in Nigeria and representatives of Cannes Lions International Festival of Creativity, CHINI Productions, have released the list of jury members for this year’s competitions, to kick start Nigeria’s preparation for the international festival of creativity, which holds in France

    Regarded as the World Cup equivalent of Advertising, Nigeria is expected to present teams in each of the following categories: Cyber, Design, Film, Media, PR and Print.

    According to the Local Organising team, the aim of the local competition is to provide a credible system for selecting teams that will fly the country flag in Cannes during the competition.

    The organisers only provide administrative framework for the competition, leaving the decision making to representatives of the industry.

    The PR Competition is being introduced in Cannes Lions for the first time and the first National Jury President is Nn’emeka Maduegbuna, Chairman/Chief Executive Officer (CEO) C&F Porter Novelli.

    Other members are CEO, Lead Consultant Leap Communications, Muyiwa Akintunde; MD Compact Communications, Chuddy Oduenyi; Managing Director CMC Connect, Yomi Badejo-Okusanya and CEO, Winning Concepts, Mike Obiajulu Meze .

    The jury will be saddled with judging works presented by the cyber, design, film and print teams. The President of the creative jury is Chima Okenimkpe, Creative Director of Insight Communications.

    Other members are Tunde Sule, Creative Director DDB Lagos; Sule Momoh Creative Director 141 Worldwide; Oje Ojeaga, Head of Creative X3M; Ranti Atunwa, Creative Director TBWA; Adereti Tiny, Creative Director Yellow Brick Road and Abolaji Alausa, Creative Director Noah’s Ark Communications.

    The Media Jury will be led by Jayne Okoronkwo, Executive Director Media Integra as president while members of the team will include Dozie Okafor, Head Planning and Strategy PHD Nigeria, Oge Maduagwu, Deputy Manager, Media Strategy & Planning mediaReach OMD (who are both past winners of the competition), Etim Ekanem Senior Media Planner Globacom and Ezinne Mbonu, Executive Director Capital Media.

    The Roger Hatchuel Academy, a student training feature of the global competition, is traditionally supported in Nigeria by the Advertising Practitioners Council of Nigeria (APCON). The national programme, according to CHINI Production, includes a full-day of training by senior advertising professionals and various tests to select Nigeria’s student delegate to the Roger Hatchuel Academy in Cannes.

    The winner of this competition enjoys an all-expense-paid trip to France to attend the event. For the second year and in line with the Cannes Lions directive, we have placed more emphasis on creative ability for winning the competition and have, therefore, set up a second creative panel to act as faculty and jury for the Roger Hatchuel Academy Nigeria programme.

    The panel is headed by Uzo Okoye, Managing Creative Director Etu Odi Communications; Yemi Arawore, Associate Creative Director, Noah’s Ark Communications; Maurice Ugwonoh, Assistant Director, Copy DDB Lagos, Yomi Omotehinwa, Executive Creative Director, Cosse TTL, Tolu Ajayi, Chief Operating Officer Lucid AV.

    The Roger Hatchuel Academy Creative Panel will also oversee the Miami Ad School Scholarship Competition for Nigerian Creatives.

     

  • Using lifestyle to connect with consumers

    As competition in the market place gets fiercer, lifestyle positioning has become the catch-phrase among brand managers to connect with their customers in other to create positive consumer experience in market categories where functional differences are hard to maintain.

    By connecting with consumers on a more personal level, contemporary brand managers hope to break free from aggressive competition and carve a niche for their brands through line extension that speaks to specific lifestyles.

    With lifestyle brands positioning gaining more adoption as a result of the experiences the offer in connecting consumers with brands, their radio jingles and television commercials are usually developed to draw attention to the positive emotion.

    For instance, the new radio and TV commercials on Chivita Active from the House of Chi Limited, maker of the popular range of Chivita Premium fruit juice which often use its 100 per cent natural fruit as unique selling point, are created using the benefits of consuming Chivita Active by people as a healthy and active lifestyle to position the brand.

    “Some days, you really just want to stay in bed. Don’t you? Days when you have so much things to do in so little time, like wade through traffic, hold meetings, make presentations, submit reports, pick up laundry, visit parents, pick the kids, hang out with the girls, back to the gym, make dinner, tell bed time story. But not to worry, just get active with Chivita Active,” runs the commercials.

    The commercial goes on to say that, Chivita Active helps you get more out of life. “You work better, play harder and do so much more and success follows… so you want to stay active, drink Chivita Active. Chivita active with the power of six citric fruits juices and added vitamin C, a choice for your active life style. Chivita active, be active, do more, get more out of life.”

    Opening with an executive meeting, the 60-second TV commercial moves on to a workout on the basketball court before panning on to a gruellsing photo shoot at a modeling session and ending the day on the dance floor. The TVC depicts an activity-packed day that is sustained by the perfect choice of refreshment for an active life style.

    On how brands build customer loyalty through experience, the Managing Director of the CHI Limited, Mr Deepanjan Roy said: “One thing we have always tried to do is provide our consumer a complete and balanced range of fruit juice offerings, so that we are ready to fulfill her needs irrespective of whatever they may be from the product or the lifestyle standpoint.”

  • StarTimes: Why we celebrated our customers

    StarTimes has said it is inspired to appreciate its loyal customers since inception of the season of the love.

    The Public Relations Manager of the company, Mr. Irete Anetor, said the objectives of the gesture were to “celebrate and appreciate loyal subscribers that have never defaulted in their monthly subscription”.

    He added that the Valentine’s season was well celebrated and the laudable Digital Terrestrial Television – StarTimes platform decided to visit homes of lucky winners and offer them gifts and appreciation cards.

    StarTimes has promoted and made accessible quality and affordable digital entertainment in Nigeria to all Nigerians before the due date for digital migration in 2015.

  • Amarula rewards dealers

    Amarula rewards dealers

    To remain a market leader,the manufacturers of Amarula, Distell International, has rewarded its trade partners who have helped made the brand available in the right place, at the right time.

    It hosted dealers and distributors at a Customers’ recognition/awards Forum at Rockview Hotel, G.R.A Apapa, Lagos, where outstanding and high performing key dealers smiled home with mouth-watering prizes.

    The Managing Director of Chigotex Royal Link, Mr. Chigozie Anagu, won a star prize of a brand new Toyota Sport Utility Vehicle (SUV) for astuteness, business acumen and loyalty to the brand.

    Also, the Chief Executive Officer of Uzems Limited, Mr. Emeka Onyenanu, who was described as a dedicated and consummate marketer of Amarula cream won the second prize of a Toyota Saloon Car while other winners went home with prizes which included brand new Generators, Flat screen television sets and refrigerators.

    The Country Manager of Distell International in Nigeria, Richard Lucas, noted: “Amarula is unique in taste as it is made from marula fruit that grows exclusively in the wild in sub-Saharan Africa, where nature remains unspoiled.”

    Managing Director, Next International Limited, marketer of the brand in Nigeria, Mr. Ndibe Obi said: “The marula fruit has an ancient history going back many thousands of years. The fruit is greatly loved by elephants and other African wildlife. It is held in the highest esteem by many African communities as it is an important source of food and has many health-giving and curative properties. The tree is regarded as a symbol of fertility and unity.”

    However, the Marketing Manager, Next International Limited, Ms. Lizzy Iroha, said: “Amarula is the Spirit of Africa. Its appeal lies in its combination of exotic African mystery and cosmopolitan sophistication.”

    The National Sales Manager Mr. Sunny Ukpaka added: “Amarula is the essence of African luxury. When you think of Amarula, you think of glamorous, romantic African safaris and the closeness to Africa’s ancient, powerful and noble creatures, especially elephants.”