Origin brand empowers youths in new campaign
In a bid to break new grounds for the youth, provide a platform to make their voices heard and reduce unemployment rate in Nigeria, the Origin brand of Guinness Nigeria has selected 100 youths with innovations and entrepreneurial spirit to develop the Origin brand.
The brand, which was masterfully crafted from roots to bottles with a spectacular infusion of African herbs, fruits and alcohol, was born on the streets with reinvention and authenticity to push the youths to be innovative, creative and original.Speaking to The Guardian during a tour with the youths at the Origin factory in Lagos, the Senior Brand Manager, Guinness Nigeria, Auraro Monya, reiterated that the company, in its efforts to reduce rising unemployment rate in the country, went on a wild search in all the geopolitical areas through its social channels for talents to develop Origin.
“The brand does not just aim at developing but to empower and that led us scout and bring together 99 youths from across the country. Our objective was to transform them to be positively and gainfully engaged, and to empower and prepare them for the task of nation-building. “The enterprising youths were to team up with Nigeria’s music icon, Reminisce to form what we tagged 100 original influencers,” she said.
She noted that on the economic value of the product, Origin is the sole alcoholic brand that is native to Nigeria and by extension, Africa, revealing that the product was being exported from Nigeria and has markets in Ghana and other countries of Africa.
“Everything we are today as Origin has added to Nigeria’s economy and the fact that we have a product that is wholly Nigerian is a fantastic thing. Origin is proudly ours, and we should be proud of it. The benefits are truly ours,” Monya said.She reiterated that all the ingredients the product is made of were all sourced from Nigeria, as “it is everything we are because we believe in our roots and tradition and that is why we’re proud of the product. Everything about Origin, is proudly Nigerian.”
Monya revealed that the product is a mix of alcohol, fruits and herbs derived from street corners and villages of Africa with no added artificial flavour or colour with a balanced bittersweet taste derived from herbs and fruits respectively, and a blend of spices which other variants do not have.
The Marketing Director, Guinness Nigeria Plc, Adenike Adebola, while inducting the influencers, noted that the company was excited to announce their “Orijinal 100 Infleuncers”, as they are called.
We can’t wait to unlock the imagination that lives in these unique individuals who are from different works of life like designers, artists, farmers, celebrities, nurses to name a few. They were proud of where there are from and are charting a new path for their futures,” she said.She assured consumers that the company will continue to innovate and give the best quality products to Nigeria.
The ‘”Orijinals 100 Influencers” were selected from a social media campaign, which was launched in October 2017, when the brand declared its intentions to collaborate with 100 Nigerians who are in touch with their roots, born in the street, spirited and live Orijinal.The criteria for selection was for interested candidates to make a video, painting or post of 140 characters displaying their originality and the volume of likes and shares derived from such posts made one eligible or not.
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