Despite the challenging macroeconomic environment in 2016, Nigerian Breweries, the leading brewery in Nigeria remained undeterred in its marketing expedition, as the company spent over 22billion on marketing and sales activities within the year.
This was however 5 percent lower than the N23.5billion the company allocated for same purpose in 2015 according to the company’s 2016 Annual Report. Yet, it remained a major marketing commitment for the 70 year old brewery giant at a time when most multinationals were forced by the economic recession to cut deeply into their marketing spend, leaving most marketing communications agencies with little or no job to do.
Of course the decision by many companies in Nigerian to lower their marketing budget was justified by the difficult macroeconomic situation. The nation’s currency lost 70% of its value in the midst of a forex crisis that triggered high inflation and undermined consumer spending. But NB Plc’s big spending has ensured that the company continues to dominate the brewery market in Nigeria and remains a darling brand for consumer across demography.
In the year under review, NB Plc, despite declaring a 4.3 percent revenue drop in 2015 annual report, spent heavily on billboard, TV, radio, press and especially digital marketing. According to sources within the company, the company had actually increased to a significant proportion its digital budget in 2016 in a bid to re-engage the youth market and sustain brand loyalty.
Though the Gulder Ultimate Search which is usually one of the major marketing undertakings for the company, with big TV rating was discontinued, the company still had more than enough campaigns to thrill and excite its consumers. Some of the major campaigns that ran within the year was Maltina Dance Hall, Heineken Build Your City and of course 33 Friendship Experience Parties.
The brewery giant also strengthened its Ready To Drink category with the launch of Strongbow into the Nigerian market and the sponsorship of Ace Hood show to support the Ace brands. Amstel also continued its support for the movie industry with its sponsorship of the Africa Magic Viewers’ Choice Award. In the case of Star, the flagship brand on its stable, created a major emotional touch points with consumers by hosting Star Music- The Trek, which attracted some of the big names artistes in Nigeria and beyond.
The brand took the excitement a notch higher by pulling off an unprecedented activation when it unveiled its partnership with five leading football clubs in Europe. The clubs are Manchester City, Arsenal, Real Madrid, PSG and Juventus. The multimillion naira deal led to the rebranding of Star label.
Nigerian Breweries also demonstrated support for the indigenous art, culture landscape in Nigeria through sponsorship of the 2016 editions of the Oju Oba and Osun Oshogbo festivals through the Golberg brand. Life Beer also sustained its sponsorship of the Umu Oganiru Carnival.