16 November 2012

Nigeria: Promoters of 'Latina' Brand Takes Campaign to Ibadan

The La Casera Company Plc has taken the sugar-free, real fruit proposition of their Latina range of Carbonated Soft Drinks to Ibadan, Oyo State Capital.

With a massive experiential campaign, the company treated the students of the University of Ibadan to the unique taste of the Latina Spanish Pear and Latina cocktail drinks, also with performances by the Latina Dance Crew.

According to the Brand Activation Manager, Mr. Mohammed Elkash, the Latina range was being introduced to the people of the city as they were known to be selective in their choice of drinks, and knew a good thing whenever they saw and tasted it.

"The residents of Ibadan are quite enlightened and picky about what they eat and drink - this is why we believe the Latina Spanish Pear and Cocktail Drinks with their sugar free, real fruit content will fast become popular with the city's largely youthful and professional population. The health and fitness angle is also bound to appeal to young and older persons who actively check their sugar and calorie intake", he said.

He further explained that the road-show and sampling activation shows the company's sincerity in delivering on its promise to provide a 360 marketing approach and campaign to create the necessary awareness and ensure that the product is readily available at every POS outlet, roadside shops and distribution outlets.

Many of the students and University workers, who enjoyed free samples of the drink at strategically positioned stands, commended the company. Mr. Sola Agagun, a Non-teaching Staff of the University of Ibadan, said he would be lured to add the Latina variants to his list of favourite drinks because of the claim of being sugar-free.

"One thing I'll say for them is that they do have a unique taste. But the major draw for people like me who are watching their sugar intake for health reasons is the "No Sugar" claim as one would be able to enjoy these drinks without fear of consequences", he explained.

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