As Nigerians joined the rest of
the world in celebration of the New Year, Alomo Bitters, the multiple
awards-winning medicinal herbal drink from the stable of Kasapreko
Company Limited, has rolled out a weeklong marketing activation aimed at
boosting consumer knowledge of the brand.
The marketing initiative, which will be
ongoing till mid-January 2015, is also intended to deepen consumer
consciousness about their wellness and safety by encouraging them to
make healthier choices in things they eat and drink amid the euphoria of
the yuletide.
To this end, a well branded activation
truck and a team of brand ambassadors have been deployed to strategic
touchpoints in the city of Lagos to educate consumers on the safety
features of Alomo Bitters as distinct from the imitated version and
other bitter brands in the market.
For days, the ambassadors have been
moving from social events to street carnivals and jams, market areas and
neighbourhoods across the city of Lagos to drive the brand key message
of Alomo Bitters as the ‘‘authentic African herbal bitters.’’
The ambassadors also distribute flyers
that contain vital product information. Radio hypes anchored by popular
On Air Personalities and a television commercial that has been
specifically produced, are also running on select city stations just to
ensure the consumers are equipped with adequate information they need on
Alomo Bitters, thereby safeguarding them from harmful imitated products
in the market.
According to officials of the company,
the rationale for the initiative is that as Nigerians shop and catch fun
of yuletide, they could also be assisted in making healthy choices
while they also get some incentives for their loyalty to the brand over
the years.
Kojo Nunoo, managing director, Kasapreko
Company Nigeria Limited, says the marketing initiative is part of steps
to empower consumers to have access to genuine Alomo Bitters at all
times against the backdrop of the criminal faking of the brand.
According to him, in the course of the
campaign, brand differentiation and consumer education have been
integrated to make more Nigerians informed about the features that
distinguish Alomo Bitters from the imitated version and other
substandard bitter products in the market.
‘‘Criminal faking of the original Alomo
Bitters has been a major challenge we face in Nigeria. As a safety,
health conscious, ethical and responsible corporate citizen, this
bothers us a lot, hence this campaign is aimed at helping the consumers
to know the things to look out for when buying Alomo Bitters,’’ he says.
While stressing that the campaign also
affirms the company’s conviction in the time-honoured dictum that
consumer is king, Nunoo says the safety and wellbeing of consumers are
of utmost importance to the firm.
‘‘This is why we leverage the Christmas
and New Year festivities to bring the flagship Alomo Bitters closer to
the Nigerians, so they can know more about their favourite Alomo
Bitters, made in Ghana by Kasapreko Company Limited. We are delighted to
use the occasion of the year-end to also share love with Nigerians and
to promote friendship, a key brand personality attribute of Alomo
Bitters,’’ he declares.
Corroborating, the Sales and Marketing Director, Sam
Osafo, said the consumer activation aligns with Kasapreko’s vision of
care which flows in every sip of Alomo Bitters which people take. ‘‘This
consumer contact programme re-assures lovers of bitter drink that any
time they drink Alomo Bitters, they are not only drinking to enjoy; they
are also drinking to stay healthy because of the medicinal qualities of
Alomo Bitters,’’ he says.
Peter Adegor, the marketing manager, on
his part, explains that taking the brand right to the consumers where
they are, is an important aspect of the wholesome qualitative process
that goes into the production of Alomo Bitters.
According to him, ‘‘we ensure that the
quality of our product is consistent from the point of sourcing the
ingredients to the production stage and all through to packaging and
delivery. The intent is that the consumers have the finest Alomo Bitters
in their hands, hence this initiative to get the consumers well
informed about the original Alomo Bitters is consistent with the quality
assurance value chain that stands out our brand of bitters from
others.’’
In order to deepen consumer experience
during the weeklong activation, Adegor says free brand collaterals such
as flyer, T-shirt, face cap and ball point pen among others were given
out in addition to huge discount enjoyed by consumers at the point of
purchase.
It would be recalled that the group
chairman and managing director of Kasapreko Company Limited, Ghana,
Kwabena Adjei, recently denounced the faking of Alomo Bitters by
unscrupulous cartel that has resulted in significant loss of market
share and revenue, calling on relevant authorities in Nigeria to wade
in.
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