The source who preferred to remain anonymous said the latest move by
Gulder is inspired by its quest to always stay innovative and maintain
its tradition of pioneering ‘firsts’ in the beer industry.
However, when contacted on the
issue, Marketing Manager Lager and Stout-Nigerian Breweries Plc, Mr. Emmanuel
Agu confirmed that Gulder will be doing something massive for Nigerians but did
not reveal what that would be. Mr. Agu hinted that Gulder’snew offering is part
of the brand’s innovative move to stay connected with, and reward its
consumers.
Similarly, Senior Brand ManagerGulder,
Nigerian Breweries Plc., Mr. Onyeka Okoli assured that many Nigerians would
benefit from Gulder’s planned bumper package when the mystery finally unfolds.
Okoli who equally did not reveal what the brand had to offer, maintained that
come August 24, 2014,Nigerians wouldwitness the berth of a once-in-a-lifetime experience.
Gulder has earned a reputation
for itself as the beer of ‘firsts’.It was the first beer to be produced
in a brown bottle; first to be sold in a canand also the mastermind of the
first Nigerian reality show – the Gulder Ultimate Search (GUS).
About a year ago, Gulder built a
hallway with branded Gulder beer crates as the only construction materials. The
masterpiece was designed in the replica of a castle corridor. The structure
stood at least 18 feet high and spanned the lengthof the red carpet at over 50
meters.
The magnificent architecture was
built with 3,678crates and illuminated with 50 mood lightsand it was believed
to have taken 15 menworking five days to complete the edifice. The Gulder
castle was created at the final selection party for the 11th edition
of the GUS in 2014 in Lagos.
In addition, the brand introduced
a unique consumer engagement activation, Gulder Club Ultimate (GCU) in 2013,
which amongst other factors, created never-been-seen acts. Indelible memories
were etched in the minds of consumers that were invited to this unique club
experience.
It would also be recalled that
brand recently rebranded its bottle. The rebranding which was preceded by a
massive campaign tagged “The Cube is coming”, culminated in what industry
experts have termed the most innovative beer bottle in Nigeria.
Onyeka Okoli said the Gulder
re-launch was in tandem with the brand’s penchant for innovation. He added that
the bottle is revolutionary and reflects Gulder’s stance to always be in the
forefront of advancement. He said, “In 1946, the story of innovation started
with Nigerian Breweries Plc. We launched the Gulder brand in 1970 in a unique
brown bottle with a unique logo and unique recipe. This unique beer is loved by
millions of Nigerians who savour the taste every day, every week, every month
and every year. Gulder was the first beer to be launched in cans, which is a
further sign of its innovativeness.”
The new Gulder bottle, which
contains the same extra matured quality premium beer, brewed with a unique
recipe with that crisp pleasant bitter taste, savoured by consumers, has a
strong masculine look that stands shoulder to shoulder with the men who drink
it.
Clearly marked with distinctive
features, the new-look Gulder bottle wears a tougher but suave look, affirming
that the brand confers strength on the strong and active man. It is the bottle
of the future according to the immediate past Marketing Director, Nigerian
Breweries Plc, Mr. Walter Drenth. Thenew bottle’s metallic label not only
reinforces the strength and pride of the brand, it also enhances its look and
feel. It’s striking double side embossment according to the brand “is the first
in the history of bottle design in Nigeria and a concrete evidence of the
brand’s innovative character.”
So what does Gulder have for its
consumers? Is it another cube? Is it another bottle? While the brand is keeping
mum for now, the 24th of August is set to be another milestone in
the annals of Nigeria’s beer industry.
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