TheCable

Nigeria Breweries Plc, makers of Life Continental Lager beer, has launched a new campaign for the leading beer brand in the country, Ndu ka, which connotes, Life Is Important.

The new campaign, which heralds the launch of Life Continental beer’s new look executed by popular music duo of Flavour and Phyno on Friday, May 1st, during their wave-making live talk-show, Beer Parlour Conversations, on Instagram, speaks to the global Covid-19 pandemic as well as the attendant socio-economic challenges, ravaging world economies with the messages of hope and optimism of ‘light at the end of the tunnel’, so long as we stay safe and alive as a people in readiness of progressive pursuits in the days and years ahead.

The live Instagram show, anchored by Igbo music genre sensation, WAGA-G, saw Phyno and Flavour, both many years brand ambassadors of Life lager beer, extolling the relevance of the newly embedded features on the brand’s label design to the commerce of Eastern Nigeria and their everyday enterprise pursuit to their fans, who participated in the online conversation in their thousands.

‘The Golden Crown on the new label symbolizes Life beer’s ‘market leadership in the country and the people’s unyielding spirit in the pursuit of success’, while the Sun Rays represents ‘the bright future ahead,’ Flavour explains.

According to Phyno, ‘the Shield of Life feature on the new label represents self-preservation as a top priority at all times, while the Niger Bridge signifies a beacon of hope, home-coming and progress.’

Life lager beer had earlier, following the growing spread of the Coronavirus globally, Nigeria especially, and the directives by the authorities to stay at home, responded with an online consumer engagement  series,  #LifeAtHome, where the brand engaged and connected with consumers by encouraging them to post and share fun activities they were engaged in while social distancing and staying safe at home.

The new Life beer campaign, Ndu ka, captures the mood of the nation and resonates the importance of staying safe and alive by projecting the resilient enterprise spirit of a people in the many features embedded in the new Life beer label design.

Speaking on the new campaign, Portfolio Manager Mainstream Brands, Nigerian Breweries Plc, Omotunde Adenusi, said: “it is not just a timely message, it is also a belief many of our consumers in the South Eastern region hold dearly.”

Since the birth of the Life beer brand in 1983 in Onitsha, Anambra State, the leading beer brand in the country has emerged from being a regional beer leader to becoming the biggest beer brand in the country, thanks to the love and support of the people.