As Nigerians joined the rest of the world in celebration of Christmas and New Year, Alomo Bitters, the multiple awards-winning medicinal herbal drink from the stables of Kasapreko Company Limited, rolled out a weeklong marketing activation aimed at boosting consumer knowledge of the brand.
The marketing activation which ended recently, kicked off shortly before Christmas and lasted till mid-January 2015, was also intended to deepen consumer consciousness about their wellness and safety by encouraging them to make healthier choices in things they eat and drink amidst the euphoria of the yuletide.
To this end, a well branded activation truck and a team of Brand Ambassadors were deployed to strategic touch points in the city of Lagos to educate consumers on the safety features of Alomo Bitters as distinct from the imitated version and other bitters in the market.
For days, the ambassadors moved 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 distributed flyers which contained vital product information. Radio hypes anchored by popular On Air Personalities and a television commercial that has been specifically produced, also ran 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 was that as Nigerians shopped and caught 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.
Managing Director, Kasapreko Company Nigeria Limited, Mr. Kojo Nunoo, said the marketing initiative was 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 were 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.
Corroborating, the Sales and Marketing Director, Mr. Sam Osafo, said ‘‘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 said.
While stressing that the campaign also affirms the company’s conviction in the time-honoured dictum that consumer is king, Nunoo said the safety and wellbeing of consumers are of utmost importance to the firm.
‘‘This is why we leveraged 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 were 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 declared.
Alomo Bitters footprint gained momentum with the official approval of the brand by the National Agency for Food and Drugs Administration and Control (NAFDAC) and the opening of Kasapreko Company Nigeria Limited (KCNL), in Lagos. The product gained wider community of brand loyalists among Nigerians who had yearned for something different from lager beer.