Tag: Goldberg

The determination by Nigerian Breweries Plc to further strengthen the affinity of Goldberg lager beer with consumers in the south west has been identified as the basis upon which the brand’s new credential campaign was activated in Lagos and Ibadan.  The brand recently unveiled its new identity in a credential campaign named:‘Your Excellency’.

Patrick Olowokere, Corporate Communications/Brand PR Manager, Nigerian Breweries Plc, said the activation could not have been held at any other place because Goldberg is the number one brand in the south west region. “ ‘Your Excellency’ could not have commenced  its  journey from any other place apart from the south west of Nigeria where it is the favourite beer brand of the people,” he stated.

 According to him, the people of the southwest and Goldberg lager beer also share a common bond and respect for traditional values and institutions. That is why the brand has thrown its weight behind festivals like Ojude Oba in Ogun State; Udiroko in Ekiti State and the Osun-Osogbo in Osun State, festivals that define and capture the essence of the cultural ethos of the people.

Corroborating him, Emmanuel Agu, Portfolio Manager, Mainstream Lager and Stout Brands, Nigerian Breweries Plc, said as a brand that demonstrates its high regard for the culture and traditions of its target consumers, Goldberg is a befitting beer that deserves the befitting title: ‘Your Excellency’.

Similarly, FunsoAyeni, Senior Brand Manager, Regional Mainstream Brands, Nigerian Breweries Plc, said “just as ‘Your Excellency’ is at the apex of all kinds of addresses used for occupants of certain positions of high standing all over the world, that is how ‘Your Excellency’ is a befitting address for the befitting beer, Goldberg.”

The activation of the campaign attracted a large turnout of consumers as well as the company’s distributors in Lagos and Ibadan. The events featured colourful cultural performances as well as an appearance by wave-making Lil Kesh in Lagos and the popular Small Doctor in Ibadan.

Goldberg, one of the popular brands on the stable of Nigerian Breweries, has consistently used the Fuji music genre as a veritable tool to drive consumer loyalty over the years, reports Ibrahim Apekhade Yusuf

For most promoters of brands, especially fast moving consumer goods, music remains the surest way to help household brands gain more traction and foothold in the market.

This is particularly true of the promoters of Goldberg, one of the popular brands from the stable of Nigerian Breweries, which few years ago commenced Fuji T’o Bam, a talent hunt initiative ultimately to create brand awareness amongst new and prospective consumers.

The initiative which is a specially designed platform for upcoming musical acts who wish to sharpen their skills in the Fuji music genre also provides entertainment value for lovers of Goldberg brand of beer.

Now in its fourth edition, Fuji T’o Bam, has today become a veritable tool with which Goldberg is capturing new consumers and retaining the old ones.

As to be expected, music impresarios who have monitored the growth of Fuji music over the years are persuaded that the synergy of cooperation by promoters of Goldberg and the former has been a partnership that works.

This is self-evident in the growing army of patrons of Fuji music, especially among the youths and adults in South West Nigeria, many of who follow and listen to Fuji more than ever before on account of the focused attention by the brewery giant.

Besides, it has also been established to be the only Nigerian music brand that is devoid of foreign influences of sorts, hence its soaring popularity among its patrons.

According the company, the exercise is designed to put Fuji music on the global map as well as draw the brand to its consumer publics.

For instance, in the last four years, winners of the contest have been crowned the “Wura1 of Fuji T’o Bam” in addition to a mouthwatering cash prize.

While speaking on successes recorded with the brand thus far, the Corporate Affairs Adviser of Nigerian Breweries Plc, Mr. Kufre Ekanem, said the competition, which usually takes place across key cities in South West Nigeria is also designed to attract notable Yoruba actors, musicians and other stakeholders in the entertainment subsector.

Justifying the need for adopting the Fuji music genre, Ekanem said Fuji music enjoys huge followership especially in the South Western part of Nigeria.

“The music genre thus provides a credible platform for the brand to get closer to them and share their interest. It is also meant to connect and engage its target consumers.”

While highlighting the modalities for the competition, he emphasised that interested talents are expected to participate in auditions at centres closest to them.

At annual Fuji Roundtable held this year, speakers at the event, including a Fuji analyst, Olawale Obadeyi, a marketing communications practitioner, Akeem Adenekan, a popular Hip Hop musician, Abolore Adigun, (9ice), Chairman, National Project Committee of the Fuji Musicians Association of Nigeria; Sikiru Ayinde Agboola (a.k.a SK Sensation) and other members whilst drumming up support for Fuji brand of music however enumerated some of existing  challenges facing the industry.

Specifically, some of the speakers at the event observed with apprehension that Fuji music was already losing its glamour and fame to image problem.

This is just as stakeholders criticised the rising level of brigandage among some of the practitioners which has fueled bitter rivalry among the patrons to mention a few.

In his keynote address, Obadeyi, traced the origin of this genre of music to the period when “Were”, a local brand of music was in vogue among the Muslim faithful.

He acknowledged that the music has grown over the years featuring different artistes who have contributed immeasurably to its development.

The music enthusiast also traced the origin of this genre of music to Alhaji Sikiru Ayinde Barrister but was however quick to add that a lot of innovations have since been infused into it.

Aside the late music icon, others, who were linked with its origin are; Baba Ralia , Saka Layigbade, Captain Muniru, Kawu Aminu, BasiruAbinuwaye and Gani Agboluaje. Others are; MuniruMaiyegun (Baba Wasiu ) who was from the Isale Eko end, Ajadi Ganiyu, who represented the Oluwole area, Kasali Alani (Jolly L’awa) from Ita Alaga, Wester Layeye and Dauda Epo Akara from Ibadan.

Thus the different innovations brought into Fuji by those artistes have helped to further deepened ties across boundaries in the region.

Also speaking at the event, the Portfolio Manager, Mainstream Lager and Stout brands, Nigerian Breweries Plc, Mr. Emmanuel Agu, said the importance of music to any country cannot be over-emphasised.

According to him, the role of music in nation building is monumental as it fuels the mind and the creativity of listeners.

Echoing similar sentiments, the Senior Brand Manager, Regional Mainstream brands, Mr. Funso Ayeni while thanking the participants praised the rich quality of the discussion on Fuji and called on all to make the music genre great again.