33 Export Lager Beer is a national beer brand and lead product of Consolidated Breweries, that has enjoyed a key place in the nation’s history, but faced increasing competition in the every day value segment that it played.
Armed with in-depth consumer study, we repositioned the brand on a platform expressed as “The new code of friendship”, always engaging our target in fun ways through all channels from communication to in-bar activities.
To drive sales, we ran the “Crack the Code” Promo. An innovative spin on the traditional Under the Crown route, We engaged the consumers via social media channels e.g. facebook and twitter and enjoyed a significant increase in participation.
To celebrate the brand’s landmark 33rd anniversary, we embarked on an incentive-driven promo campaign that spanned Nigeria, titled “33@33 promo, the most successful that the company had done. The results of the efforts of both promotion activities saw the brands sales and scores rise to double digits within the period of the activity.