Brand owner: Nigerian Breweries Limited
Lead agency: Insight Publicis
Industries: Beer & cider
Media channels: Events & Experiential, Merchandise & free gifts, Mobile & apps, Online video, Outdoor, out-of-home, Packaging & design, Print, general-unspecified, Public relations, Radio & audio, Social media, Virtual & augmented reality, Word of mouth, influencers
Budget: 1 - 3 million
With Anheuser-Busch InBev (AB InBev) intending to launch Budweiser in Nigeria, the triangular battle between Nigeria’s top multinational brewers for drinkers in Africa’s most populous nation was about to become a three-horse race.
For years, Nigerian Breweries had dominated the sector with brands including Star, Gulder and its top-of-the-range premium beer, Heineken. However, over the last few years, this age-long iron grip on the market has been under threat from mega-brewer Anheuser-Busch. With AB InBev acquiring SAB Miller, it immediately became a big player within the Nigerian market. After introducing and refreshing two local brands, it was set to introduce one of its international beers, Budweiser, in the Nigerian market. In order to make a huge statement with this, Budweiser ensured the launch coincided with an important season for Nigerians – its sponsorship of the FIFA 2018 World Cup.