T THE WORLD OF HEINEKEN well-known lager brands, Star and Gulder. Star in particular has undergone a transformation, both literally and figuratively. Literally, because the format of the green Star bottle was changed in the autumn of 2000, and figuratively because the brand has experienced an unprecedented revival. Star, which has been brewed ever since 1949 and was seen as a leading brand for decades, was gradually being outstripped by Gulder, the other lager brand of Nigerian Breweries, which is positioned slightly higher in the standard segment. The introduction of the new bottle brought a sudden revival in consumer interest for Star and at the moment Star is Nigeria's favourite beer. Marketing Director Bola Akingbade: "In the past year we have worked on enhancing value perception of our brands to guarantee a perfect fit with consumer motivations. Star is now the beer of pleasure, fun, leisure and shared drinking. Gulder is much more the beer for achievers and is a little more individualistic. 'Star is our beer, Gulder is my beer'." The difference between Star and Gulder also becomes clear in the communication. For the Star brand the word 'brightness' plays a central role. The central theme of the communication for Star is music. Star therefore sponsors performances and organises live music during promotions in the 500,000 or so on premise outlets in Nigeria. Gulder, says Mr Akingbade, stands for solid enjoyment. "Gulder - more than Star - is a male drink and is active in football. Gulder is a major sponsor of football, which is also a sport for men in Nigeria." And what role does Heineken play in the Nigerian beer market? "The sophistication segment in which Heineken operates is still small. We want to build the premium lager sector with Heineken, using class and style within the context of "one meaning" as appropriate. For the moment we are focusing very much on isSS

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World of Heineken | 2001 | | pagina 18