Campaign details
Brand: MaltinaBrand Owner: The Heineken CompanyAgency: Noahs ArkMarket: NigeriaAuthor: Adedeji Adeleke
Background
Running up a slippery slope
There are only a handful of countries that command the size of consumer population and by extension “share of throat” that Nigeria does, bordering around the 200 million mark. And historically, the malt category has had a healthy and ever-growing share of that share. But how things change.
For starters, the category had been stagnant – for five years leading up to 2019, category growth was non-existent. For a market leader like Maltina,...