12 February 2011

Nigeria: D'Banj, Banky W And Maltina Re-Launch

Sensational Nigerian hip-hop act, D'Banj, as well as Banky W and a host of other music artistes were at the centre stage over the weekend as first home-brewed non-alcoholic malt drink, Maltina, unveiled its new look and new pay-off line.

The new look and pay-off line "Sharing happiness" are both part of a brand proposition rejuvenation process designed to ensure Maltina remains connected to the sophisticated and savvy 21st century Nigerian consumer.

Several A-list celebrities and artistes, including the crème-de-la-crème of the Nigerian entertainment industry, were in attendance to share happy moments with their fans, while the likes of D'Banj and Banky W alongside the Mo Hits crew in their delectable manner thrilled the audience with choice hit tracks till the wee hours.

According to Mr. Jacco van der Linden, Marketing Director, Nigerian Breweries Plc, Maltina is a very lively brand which is interested in sharing happy moments with its teeming consumers across the country. He stressed that the event, which attracted celebrities across the country is a show-stopper which will be imprinted in the minds of Maltina consumers for a very long time.

He added that the Maltina brand had been leading the malt drinks market for the past 35 years - by being close to the hearts of many Nigerian consumers.

"To remain the number one malt drink in the market, Maltina is now bringing a refreshed brand proposition to the market for Nigerians to share their happy moments with their loved ones and with the brand.

"The initiative stems from our desire to continuously offer the Nigerian consumer the highest possible value for money. The brand should always remain appealing to consumers and should always remain in the lead versus competitor offerings. That is why we have chosen to premiumnise and refresh the brand's identity. We are confident that it will further carry on the positive image of Maltina as the number one nourishing malt drink and as the brand that inspires sharing happy moments with loved ones," Van der Linden noted.

He stressed that the new look Maltina remains the same in composition and taste, and can be enjoyed as before. "Only now, it carries a modern new label that will better help it standout among other malts and give Maltina even more appeal."

Also giving credence to the new proposition, Mrs. Ngozi Nkwoji, Senior Brand Manager Maltina, said the design elements of the refreshed brand uses a number of interesting colours, all with great significance in Maltina's new identity - Classic white for purity, Black for boldness and rich content, Warm Red for energy and vitality, Orange for vibrancy, Yellow for happiness, and Gold as a promise of high quality.

Nkwoji stated that "the cool new look and new pay-off line contribute to the brand being perceived as the number one malt drink, best known for its superior nourishment and for sharing happiness".

The consumers' ever changing needs and environment requires that a market leader such as Maltina stay contemporary and relevant. To support the new packaging and positioning, there will be full media support. To this end, new TV commercials, radio spots, press and outdoor ads will be unveiled.

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