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Zywiec
Launches
New
Bottle
Dance Fever
Star Attraction
II
Maltina Dance All is arguably Nigeria's most watched
reality TV show, featuring families competing against
each other to win a coveted grand prize. With
increasing viewer numbers and a positive impact
on the overall brand equity of Maltina, a locally
produced malt drink, this year's edition of the dance
show is set to be the biggest ever.
Although it is still a couple of
months away, the Nigerian cities of
Lagos and Port Harcourt are already
gearing up for the annual Star
Mega Jam in December. The highly
anticipated concert, sponsored
by Star beer, attracts more than
70,000 people in a single weekend.
Star Mega Jam features top
local musical talent as well as
international artists. Notable past
headliners include GRAMMY award
winners such as Kanye West, R.
Kelly, Usher, Akon, Shaggy and LL
Cool J.
A unique aspect of this year's event
is the 'Most Wanted' campaign,
which encourages consumers to
vote for the international act they
would like to see perform via SMS
and online. With tens of thousands
of 'Likes' on Star's Facebook page
alone, the campaign leverages
social media to reach and engage
with the brand's target audience.
STAR
0 V
H
POLAND
More than 500 Grupa Zywiec employees hit the
Polish coast in July to support the launch of the
stylish new Zywiec bottle as part of the week-long
Win2011 project. For many of the participants, the
project offered a rare opportunity to experience
the good work done by their sales representative
colleagues, by carrying out a range of
merchandising tasks at some 3,500 sales outlets.
"Our aim was to give our people a better
understanding of the consumers' needs and
encourage them to be more consumer-centric in
their everyday jobs," said General Manager Xavier
Belison, who also took part in the activities.
NIGERIA
Mooys theBigges, andBrightest C,
NIGERIA
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18
World of HEINEKEN Autumn 2011
