With market indices reflecting bad business for premium beers across all brands in Nigeria, leading brewers have been striving to remain on top in critical touch points. Goldberg is leveraging Fuji music as a springboard, writes ADEDEJI ADEMIGBUJI.
AMID dwindling patronage because of recession, many brands in the beer market have been finding it tough to stay afloat. In the last two years, the recession, according to sources, has forced some brands to stop their campaigns while some have not been able to start new ones.
However, while some premium brands cannot sustain the budget to continue brand activations targeting heavy spenders, some players have resorted to pushing valued brands, which are cheaper through activations targeted at some regional markets.
For instance, Nigerian Breweries’ Goldberg Lager Beer has consistently explored a Southwest musical genre, Fuji, to push its brand to edge competitors to the corner.
To remain a top-of-the-mind brand in the Southwest market, Goldberg in the last four years has sustained its Fuji t’o Bam campaign to checkmate other affordable brands through the promotion of the culture of the people of the Southwest Nigeria.
Launched in 2012 to discover and celebrate budding Fuji talents, the brand campaign has led to the discovery of many talents. For instance, a Fuji talent, Tope Ajani, after months of thrills and frills, emerged the Wura1 for the 2016 contest.
The campaign has also brought to the limelight young musicians, such as Akeem Okiki from Osogbo in Osun State, who won the 2015 edition; Twinzobia Twins from Ibadan, Oyo State (2014); and Antenna, winner of the first edition in 2013. The initiative identifies and celebrates the rich musical tradition that contributes to sustaining the cultural values of the people of the region.
The campaign was launched at a time the perception of people about the music genre was at its lowest ebb. According to brand analysts, the concept has lived up to expectation as many budding artistes have been discovered through the platform, thus, building the brand’s popularity and acceptability.
Some of the promising Fuji artistes, who spoke with The Nation at an audition in Ibadan, for this year’s contest, said the credibility of the brand activation motivated them to participate. According to them, the annual activation has served as an impetus for young artistes who, hitherto, had lost hope in building career in Fuji music. They said the brand had carved a niche for itself with the annual talent hunt, which has placed Fuji music in the spotlight in Nigeria and beyond.
One of them, Oritoke Adija (a.k.a Africa Selidon), who has been singing since 1998, said Fuji musicians in Ibadan appreciated the contribution Goldberg was making to develop the music genre.
Oritoke, the only woman contestant, who participated in the race in Ibadan, said any time Fuji Musicians Association of Nigeria (FUMAN) called for meetings, artistes were always asked to pray for Nigerian Breweries.
During a Goldberg maiden Fuji Roundtable in Lagos, the Corporate Media & Brand Public Relation Manager, Nigerian Breweries, Patrick Olowookere, said Nigerian Breweries respected the socio-cultural values of its host communities.
“As part of our efforts towards community development anywhere we operate, Goldberg, in 2012, inaugurated Fuji t’o Bam; we respect people’s cultures and values and this forum is a testament of our resolute determination to contribute to the socio-cultural development of the people in the western part of our nation,” he said.
Impressed by the support the brewer is giving to Fuji music, Chairman, National Project Committee of the Fuji Musicians Association of Nigeria, Sikiru Ayinde Agboola (a.k.a SK Sensation), commended Goldberg Lager Beer.
Agboola said the support by Goldberg was second to none and should be emulated by other companies in the country.
He said Fuji was the only surviving genre of music that has its origin in Nigeria, and stakeholders needed to seek ways through which the genre could be further developed.
The Portfolio Manager, Mainstream Lager and Stout brands, Nigerian Breweries Plc, Emmanuel Agu, said the brewer always tried to champion, promote and associate with the culture of its host communities.
Source : ThenationonlineThenationonline