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How agency’s creativity aid brand’s growth

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SABMiller

In 2012 when SABMiller entered into the Nigerian market and sought instant impact, the brand observed that while there was intense competition at the national level of the beer segment, the regional markets got very little attention.

Consumers at the regions were orphaned and left at the mercy of whatever was in vogue in the city.

The marketing campaigns were also designed with such stereotype.

The discovery gave birth to Hero Larger beer, developed, produced and marketed specifically for the people of South Eastern Nigeria.

The experiment practically revolutionized the topography of the beer market.

Within four months of the launch, 10 million bottles were sold, an unprecedented history in beer mileage of one million hectoliters. 
 
Hero beer’s performance also got international recognition as it was awarded the prestigious MONDE award for Taste & Quality.
 
Behind the brand’s success was Dijo Communication, the agency that provides creativity and marketing strategies that gives the brand an edge in the market.

It has now extended its reach beyond the South East into other regions. And it is now being considered for the international beer market.
 
Dijo Communications extensively leveraged on culture and history of a part of the country to drive a campaign.

In doing so, the agency crafted a brand message with strong emotional correlation and resonance with the Igbo people, with a narrative around their pride in their heritage and culture.
 
According to Ganiyu Olowu, a Lagos-based brand analyst, said, “It is credit to the agency’s deep thinking and ingenuity that it was able to execute such campaign without offending the ethnic prejudice of Nigerians.

Because even though the brand was formulated for the Igbo and branded for that market, it is widely accepted and proudly enjoyed in other regions.

People don’t event view it from ethnic prism because of the quality and brilliant marketing concept.”
 
Coming shortly after Dim Emeka Ojukwu’s passing, a legend of the Nd’Igbo, whose war heroics still inspires his people, Dijo Communication saw a gap and developed Hero’s communication using the identity of the rising sun, which for the Igbo symbolizes new hope, new leadership and a real Hero that could be looked up to after the death of Ojukwu.
 
In order to deepen the cultural and historic affinity between Hero as beer and the Igbo as well as inspire consumers to take ownership of the brand, Dijo Communication created various emotional touch points and communications that resonated deeply with the Igbo psyche.

Communications like: A New Hero Has Arrived (signifying the birth of another Ojukwu), Mmanyam (My Beer), O’Mpa (Oh My Father), Land Of Heroes (referring to prominent Igbo cities).
 
This explains why, even in recession, Hero beer’s growth trajectory was sustained because, according to analysts, the beer’s brand positioning is so strong that consumers rely on it for solace during trying moments.

The brand has also developed new campaign to sustain its brand loyalty in South East and beyond.

Recently, it was knighted with a new crown cork – a red cork and the title of ‘Mmanya ejiri mara Igbo.’

In an activation that was graced by His Royal Majesty Obi of Onitsha, a revered symbol of royalty and culture in the Igboland.

Also during the Russia 2018 World Cup, the brand-rallied consumers behind the Super Eagles with a brand activation campaign tagged ‘Fearless,’ which was inspired by the gallantry of the team of USA 94 World Cup.
 
Hero beer’s exceptional success essentially opened the eyes of competitors to the growth opportunities they have ignored for years in South Eastern Nigeria; it triggering an unprecedented competition in that segment.

The regional market became a battle ground for brands like Harp, Life, Progress, which competed for consumers’ mind and market share growth.

But despite the flurry of activities in that segment, Hero has held tight to its first arrival advantage in the South East and has taken ownership of  a strategic communication that gives it pride of place in the heart of any Igbo man. 

 


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