The Terrace Sky Garden of the Oriental Hotel in Lekki, Lagos was a beehive of activities as A-List celebrities D’banj, Banky W, Wizkid, Bez, Uche Jombo and Dr. Sid took centrestage as leading brewed non-alcoholic malt drink, Maltina was unveiled in a blaze of fireworks. The event also attracted hundreds of excited Maltina consumers including customers who won VIP tickets – The VIP ticket winners enjoyed a deluxe night out, they all arrived in three limousines accompanied by superstar Banky W.
The brand’s new look and new pay-off line were also unveiled at the event. The new look and pay-off line “Sharing Happiness” are both part of a brand proposition rejuvenation process designed to ensure Maltina remains connected to the sophisticated and savvy 21st century Nigerian consumers.
According to Jacco van der Linden, Marketing Director, Nigerian Breweries Plc, Maltina is a very lively brand which is interested in sharing happy moments with its teeming consumers across the country. He stressed that the event which attracted celebrities across the country is a show stopper which will be indelibly imprinted in the minds of Maltina consumers for a very long time.
He added that, the Maltina brand has maintained its position as the malt drinks market for the past 35 years – by being close to the hearts of many Nigerian consumers – “To remain the number one malt drink in the market, Maltina is now bringing a refreshed brand proposition to the market for Nigerians to share their happy moments with their loved ones and with the brand”.
“The initiative stems from our desire to continuously offer the Nigerian consumer the highest possible value for money. The brand should always remain appealing and aspirational to consumers and should always remain in the lead versus competitor offerings. That is why we have chosen to premiumnize and refresh the brand’s identity. We are confident that it will further carry on the positive image of Maltina as the number one nourishing malt drink and as the brand that inspires sharing happy moments with loved ones.” van der Linden noted.
He stressed that the new look Maltina remains the same in composition and taste and can be enjoyed as before -“Only now, it carries a modern new label that will better help it standout amongst other malts and give Maltina even more appeal.”
Also giving credence to the new proposition, Ngozi Nkwoji, Senior Brand Manager Maltina, said the design elements of the refreshed brand uses a number of interesting colours, all with great significance in Maltina’s new identity; Classic white for purity, Black for boldness and rich content, warm red for energy and vitality, orange for vibrancy, yellow for happiness and gold as a promise of high quality.
Nkwoji stated that “the cool new look and new pay-off line contribute to the brand being perceived as the number one malt drink, best known for its superior nourishment and for ‘sharing happiness’. This means that Maltina will not only nourish and revitalise consumers as it did before, but will also inspire moments to share happiness with friends, family and loved ones at home, at school, at work, at parties and social functions alike. In addition to the Maltina bottle, the Maltina ‘Can’ will also carry the vibrant new look. The Maltina bottle and ‘Can’ will continue to share nourishment as well as happiness with everyone, everywhere.”
The consumers’ ever changing needs and environment requires that a market leader such as Maltina stay contemporary and relevant. To support the new packaging and positioning, there will be full media support. To this end, new TV commercials, radio spots, press and outdoor ads will be unveiled.