Kasapreko,
makers of award winning Alomo Bitters, recently ended its campaign
which held over the holiday season to educate consumers , create clear
brand differentiation and to make more Nigerians informed about the
features that distinguish Alomo Bitters from the imitated version and
other substandard bitter products in the market.
The marketing initiative, kicked off shortly before Christmas and lasted till mid-January 2015, was also intended to deepen consumer consciousness about their wellness and safety by encouraging them to make healthier choices in things they eat and drink amidst the euphoria of the yuletide.
The marketing initiative, kicked off shortly before Christmas and lasted till mid-January 2015, was also intended to deepen consumer consciousness about their wellness and safety by encouraging them to make healthier choices in things they eat and drink amidst the euphoria of the yuletide.
To this end, a well branded activation truck and a team of Brand
Ambassadors were deployed to strategic touch points in the city of Lagos
to educate consumers on the safety features of Alomo Bitters as
distinct from the imitated version and other bitters in the market.
For days, the ambassadors moved from social events to street carnivals
and jams, market areas and neighborhoods across the city of Lagos to
drive the brand key message of Alomo Bitters as the ‘‘authentic African
herbal bitters.’’
The ambassadors also distributed flyers which contained vital product
information. Radio hypes anchored by popular On Air Personalities and a
television commercial that had been specifically produced, also ran on
select city stations just to ensure the consumers are equipped with
adequate information they need on Alomo Bitters, thereby safeguarding
them from harmful imitated products in the market.
According to officials of the company, the rationale for the initiative was that as Nigerians shopped and caught fun of yuletide, they could also be assisted in making healthy choices while they also get some incentives for their loyalty to the brand over the years. Managing Director, Kasapreko Company Nigeria Limited, Mr. Kojo Nunoo, said the marketing initiative was part of steps to empower consumers to have access to genuine Alomo Bitters at all times against the backdrop of the criminal faking of the brand. ‘‘Criminal faking of the original Alomo Bitters has been a major challenge we face in Nigeria.
According to officials of the company, the rationale for the initiative was that as Nigerians shopped and caught fun of yuletide, they could also be assisted in making healthy choices while they also get some incentives for their loyalty to the brand over the years. Managing Director, Kasapreko Company Nigeria Limited, Mr. Kojo Nunoo, said the marketing initiative was part of steps to empower consumers to have access to genuine Alomo Bitters at all times against the backdrop of the criminal faking of the brand. ‘‘Criminal faking of the original Alomo Bitters has been a major challenge we face in Nigeria.
As a
safety, health conscious, ethical and responsible corporate citizen,
this bothers us a lot, hence this campaign is aimed at helping the
consumers to know the things to look out for when buying Alomo
Bitters,’’ he said.
While stressing that the campaign also affirms the company’s conviction
in the time-honoured dictum that consumer is king, Nunoo said the safety
and wellbeing of consumers are of utmost importance to the firm.
‘‘This is why we leveraged the Christmas and New Year festivities to
bring the flagship Alomo Bitters closer to the Nigerians, so they can
know more about their favourite Alomo Bitters, made in Ghana by
Kasapreko Company Limited.........
We were delighted to use the occasion of the year-end to also share love with Nigerians and to promote friendship, a key brand personality attribute of Alomo Bitters,’’ he declared. Corroborating, the Sales and Marketing Director, Mr. Sam Osafo, said the consumer activation aligned with Kasapreko’s vision of care which flows in every sip of Alomo Bitters which people take.
We were delighted to use the occasion of the year-end to also share love with Nigerians and to promote friendship, a key brand personality attribute of Alomo Bitters,’’ he declared. Corroborating, the Sales and Marketing Director, Mr. Sam Osafo, said the consumer activation aligned with Kasapreko’s vision of care which flows in every sip of Alomo Bitters which people take.
‘‘This
consumer contact programme re-assures lovers of bitter drink that any
time they drink Alomo Bitters, they are not only drinking to enjoy; they
are also drinking to stay healthy because of the medicinal qualities of
Alomo Bitters,’’ he said.
In the same vein, Marketing Manager Mr. Peter Adegor said of the
campaign, ‘‘we ensure that the quality of our product is consistent from
the point of sourcing the ingredients to the production stage and all
through to packaging and delivery. The intent is that the consumers have
the finest Alomo Bitters in their hands, hence this initiative to get
the consumers well informed about the original Alomo Bitters is
consistent with the quality assurance value chain that stands out our
brand of bitters from others.’’
In order to deepen consumer experience during the weeklong activation, Adegor said free brand collaterals such as flyer, T-shirt, face cap and ball point pen among others were given out in addition to huge discount enjoyed by consumers at the point of purchase. Alomo Bitters footprint gained momentum with the official approval of the brand by the National Agency for Food and Drugs Administration and Control (NAFDAC) and the opening of Kasapreko Company Nigeria Limited (KCNL), in Lagos. The product gained wider community of brand loyalists among Nigerians who had yearned for something different from lager beer.
In order to deepen consumer experience during the weeklong activation, Adegor said free brand collaterals such as flyer, T-shirt, face cap and ball point pen among others were given out in addition to huge discount enjoyed by consumers at the point of purchase. Alomo Bitters footprint gained momentum with the official approval of the brand by the National Agency for Food and Drugs Administration and Control (NAFDAC) and the opening of Kasapreko Company Nigeria Limited (KCNL), in Lagos. The product gained wider community of brand loyalists among Nigerians who had yearned for something different from lager beer.
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