In response to the challenging economic climate in Nigeria, Nigerian Breweries Plc has embraced innovation and localization to adapt to the situation.
The Corporate Affairs Manager of NB Plc (East), Joy Egolum, highlighted the company’s increased focus on innovation and consumer-centric strategies during the Life Beer Media Parley event held in Enugu.
By implementing a localization program that includes growing raw materials locally, NB Plc aims to reduce production costs and offer its products at more competitive prices.
Egolum emphasized the importance of engaging with consumers through various channels, including social media, to better understand their preferences and establish trust and loyalty.
To address economic challenges, NB Plc has introduced Life Continental Lager Beer in different pack sizes at affordable prices.
The company’s strategic approach involves continuous innovation to maintain a competitive edge and meet consumer needs effectively.
At the event, NB Plc’s Portfolio Manager highlighted the brand’s cultural significance to the Igbo community, unveiling a new brand identity that symbolizes hope, progress, and strength.
The brand’s new campaign, Obiagu, celebrates the spirit of courage and resilience embodied by the Igbo people, aligning with Life Beer’s commitment to supporting progress and ambition.
By receiving endorsements from respected Igbo traditional rulers and engaging with cultural icons and consumers, Life Beer reinforces its position as a symbol of cultural pride, resilience, and progress.
The Obiagu campaign represents a renewal of Life Beer’s dedication to celebrating ambition, resilience, and cultural heritage, catering to consumers who value progress and tradition.
Through music, culture, and performances, the Best of Both Worlds Concert encapsulated the essence of the Obiagu spirit, showcasing the brand’s commitment to empowering the Igbo people.