24 December 2012

Nigeria: 'How International Recognition Boosted Legend Profile'

Senior Brand Manager, Legend Stout, from the stable of Nigerian Breweries, Mr. Funso Ayeni, has stated that the recent feat recorded by Legend Extra Stout, which earned it Gold in 2012 Monde Selection in Greece, has boosted its profile in the market.

According to him, "Laurels, particularly from an independent and credible source, have a way of impacting a brand and this much can be said about brand's recent exploit, as a number one stout in quality and taste."

The Senior Brand Manager, who spoke at the last edition of Legend Real Deal Night, a platform Legend initiated to fete and connect with its consumers, said the award has increased the equity of Legend in terms of share of voice and volume sales in the last few months.

He said; "I will say it is about credibility, you promise and you deliver. People of my time do not really believe in other stouts but because a stout has emerged to tell them I am a Nigerian, I have been living with you for 20 years yet you don't believe me and international institute is telling you come and witness what we have seen and that is exactly what you are seeing. I also juxtapose the credibility Legend has over other stout brand in Nigeria and that is why I will tell you in terms of image perception we are on the increase."

On the connection between the award and the Legend real deal night, Ayeni said "You don't celebrate failure, you celebrate success. Legend is successful today because three stouts within Nigeria enter for this award and we won gold others won silver. I can tell you that between September that we got the award and now we have double our volume.

"How else would I explain the increase? How else would I explain the improved image perception? When we are talking about consumers then talk about the impact of the volume and that is what I am telling you tonight that we have significantly increased not only in our footprint also in the way people see the brand Legend."

Sticking to its tradition of always rewarding consumers, the 'Real Deal Nite' saw several consumers, cart home wonderful prizes ranging from free trays of Legend extra stout, Blackberry mobile devices, generating sets and Flat screen TVs via a raffle draw.

A winner at the event, Mr. Oduola Oluwashina, who came all the way from Ibadan to witness the event, won a brand new 32" flat screen TV set. He described the event as mind-blowing. "To be honest with you, Legend stout is my favourite drink. I have stuck to the brand for years because of its rich and smooth taste. I'm so happy to win this TV set. It is indeed a big reward for me considering my love for the brand", he said.

During the course of the year, the "Real Deal Nite" platform, provided consumers a much needed opportunity to interact and feel the uniqueness and spirit of the Legend brand. The 'Real Deal Nite' event started in March 2011

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