Nigerian Breweries Pic
creates brand experiences
that engage and inspire
U
V
Port Harcourt
Key City
Legend Extra Stout
NB Mission Control
Maltina
"For some of our bigger brand
experiences, we not only execute the
events, we also turn them into TV and
digital broadcast productions to generate
scale and consumer reach," says Walter.
"With Fleineken®, we've built a new
Fleineken® Flouse Lagos to host 500
Nigerian Men of the World on UEFA
Champions League match nights. With
Star, we organise Star Trek music events
throughout the country, partnering
with MTV to produce and broadcast
them. With Gulder, we have the Gulder
Ultimate Search, a national primetime
TV show in which 14 contestants selected
from almost 45,000 applicants go into
the jungle for 28 days to find the hidden
Gulder treasure. It all makes us part of
the conversation.
"We also execute smaller and more
localised brand experiences. For Legend
Extra Stout, a challenger brand in the
stout category gaining market share
year on year, we organise Legend
'Taste Tell Experiences' in key
outlets. This gives consumers an
opportunity to experience the
brand's quality and drives footfall for
our customers."
Stout
UEFA CHAMPIONS LEAGUE TROPHY TOUR 2014
Overview: The only stout fully brewed with the finest
ingredients, giving it a unique, bitter premium taste.
Renovation: New neck foil and label design, Q2 2014.
Target group: 18-34-year-old stout lovers who
appreciate authenticity and are not afraid to express
themselves.
Position in market: #2 and challenger in stout
segment.
Nigerian
Breweries Pic's
Sales Director
Hubert Eze (left)
and Walter Drenth
Malt
Population: 1.4 million.
Known fo Being the centre
of the oil industry, with a vibrant
nightlife scene.
Main industries: Oil and gas, industrial
centre for multinational companies.
Key city because A growing metropolis
with many pubs, clubs and restaurants.
Nigeria is one of the world's fastest-
growing digital markets, with 56 million
internet users, 11 million+ Facebook users
and 114 million mobile users.
"Almost every mobile phone can access
the internet in one way or another,
offering huge potential. As a result, since
2011 the company has quadrupled its
digital investment. As a leading company
we need to lead in digital as well. But to
succeed with speed and effectiveness,
Overview: A (non-alcoholic) natural,
creamy-tasting malt drink enriched with
vitamins and minerals
Innovation: Maltina PET 50cl, Q4 2013.
Target group: 16-34-year-old male and
female drinkers who value quality time
with family and friends.
Position in market: #1 in malt segment.
32 World of HEINEKEN Edition 2 2014
