How Goldberg Uses Culture to Bond with Consumers
In a market that is bogged by multiple marketing challenges including recession, stiff competition, consumer brands devise new strategic ways to stay relevant, authentic, differentiated as well as bond with consumers. For newly repackaged Goldberg Beer which has adorned the tag “Your Excellency” the brand is rapidly evolving into a cultural icon as it seeks new methods and motivation to connect and engage with its audiences. The brand from the stables of Nigeria Breweries Plc explores the cultural connection to attract its audience especially in the South West, its key target market.
The brand engaged traditional drummers in a competition to stimulate and promote the rich cultural heritage of the people which took place at Ikare Akoko Ondo State. The aim of the competition was to create brand engagement which value will naturally draw customers to the brand by choice. In addition winners were rewarded with various cash prizes.
Aje Olokun drummers beat other competitors to win the grand prize of two hundred and fifty thousand naira (N250, 000).
The second position with a cash prize of N150, 000 and third prize of N100, 000 were won by Afunbiokun Drummers and Aloyinlapa Group respectively. Consolation prizes of N50, 000 each went to Omolere and Heritage Groups.
The contest at Ikare Akoko was the third of the drummers’ competition in the ongoing Goldberg Excellency Tour, following the Abeokuta, Ilorin and Ado Ekiti editions. The tour will also visit lle lfe in Osun State and Benin City in Edo State in the next editions.
The traditional drummers contest started with a procession through some streets of Ikare Akoko and it attracted a large turnout of residents who trooped to the venue of the contest to witness what they described as a new dawn in cultural rejuvenation among the Yourbas.
Speaking at the finale, the Senior Brand Manager, Regional Mainstream Brands, Nigerian Breweries Plc, Mr. Funso Ayeni, stated that the Goldberg Excellent Excellency Tour which is also scheduled for Ado Ekiti, Ile Ife and Benin City, is part of the brand’s effort strategic plan to promote the cultural values of the Yorubas.
He added that in line with the brand’s ethos, the successful event in lkare Akoko also helped to promote local talent, as the competition brought out the best skills from the performers who see the contest as an opportunity to showcase their talents and skills.
Overall winning team leader, Mr. Ayanbisi Timothy, expressed joy while attributing their victory to God and hard work.