Alomo Bitters faced a problem with adulterated versions on the market. We executed a campaign that helped consumers identify the original drink, and consume it with ‘confido’.
Channels
ATL · BTL · Digital · Experiential
//001 The brief
The client
Local spirits brands, which dominated the spirits market in Nigeria, saw good performance in 2016 as depreciation affected the purchasing power of the local currency, and thereby slowed demand for premium imported spirits. Locally produced gin and bitters are highly purchased by lower- and middle-income consumers, due to their greater affordability. Rough estimates put the value of the bitters segment at over N40 billion.
The market has become fertile for massive growth as more consumers look out to drink an alcoholic beverage that is believed to have health benefits. This led to an increased number of manufacturers — from Nigeria Breweries with Ace Roots and Kasapreko with Alomo Bitters to Guinness with Orijin.
The challenge
Due to the intense competition, Alomo bitters was being adulterated, hence leading to loss in its market share in Nigeria.
Goal — Brand protection
Goal — Rebrand
//002 Our approach
How we
tackled it.
Insight first, then a re-launch built to make the authentic product unmistakable on the shelf.
Strategy
The creative and Events/Experiential units of the agency conceptualized and executed the re-launch event as well as market and trade activations across major states in Nigeria.
Intensive through-the-line campaign (ATL, BTL, Digital and Experiential) to deepen awareness, brand loyalty and communicate the new positioning of the Alomo bitters brand in the market.
//003 Our big idea
"Confido"
This draws from a youth-centric pop-culture language that is also relatable to an older demographic. The message is that our customer’s life goals and aspirations are so important to us that they deserve to be given top priority — and that all our processes are carried out in such a way that the customer always feels everything is under control.
//004 The work
The work.
2 print · 1 radio
Print & OOH
02 pieces
Poster
Poster
Radio
Press play