Evergreen brands that still resonate with Nigerian consumers (1)

The Nigerian marketing space has in the last 40 years and more produced great brands which through brand-building activities have continued to resonate with Nigerian consumers despite their age.

These brands have remained young and timeless in spite of having done some 40, 50 years or more in the market. Brands like Thermocool, Star, Coca-Cola, Omo, Gala, Tom-Tom, First Bank, Guinness Stout, Blue Band, Lux, Milo, , Guinness Malta, Maltina,  Dettol readily comes to mind:

Thermocool

When the word, ‘Thermocool’ is mentioned, memories which readily flood to  mind are of freezers and refrigerators. The brand from PZ Cusson was introduced into the Nigerian market in 1974 and evokes sweet memories of trust and integrity handed down generations.  40-something years on, Thermocool is still the cool appliance brand of choice for many housewives who favour it because of durability and its consistency with its brand promise.

A working mother, Salamatu Yahaya-Musa, whose mother used a Thermocool refrigerator for 19 years before handing it down to her younger brother, a student  recalled that, “He too used it for at least 3 years before giving it to someone else.  I also used a Thermocool Freezer for 12 years before it developed fault due to fluctuations and irregular electricity supply.”

Another housewife, Njideka Okwechime who said that she has been using a Thermocool) freezer for about five years noted,“It is worth it. It is still in the best of shape.”

Star

At 60-something, Star , iconic lager beer from the stables of Nigeria Breweries has succeeded in building a cult following among beer drinkers. Star was born on June 2, 1949  and  has  maintained leadership of the lager beer market since 1960 when it clinched the top position.

Over the decades, Shine-shine bobo who will soon hit 70 keeps revving up its vibrant and youthful personality with campaigns and promotions to reward their loyalty while winning new converts.

Coca Cola

Within Nigeria as it is acclaimed globally, Coca-Cola is one brand that resonates with consumers irrespective of age, colour or creed as the most popular soft drink brand.

Launched into Nigeria in1951, Coca Cola has built such a strong  relationship with Nigerian consumers  that trials and challenges would not undo. Competition in the soft drink market has got fiercer with the entrance assorted soft drink and juice brands, the explosion of the bottled water market and emerging thirst for healthier drinks by more health-conscious consumers. But good old Coca Cola has maintained an edge over Pepsi, its arch rival.

 The 64-year old brand remains one of the most innovative brands in Nigeria and has kept the brand energetic and vibrant through series of promotions and campaigns. One of the latest is the Share-a Coke campaign which has been creating a buzz online and offline amongst Nigerians of different age bracket.

“I love Coca Cola, it is my best drink” enthused a consumer who gave her as Cordelia.

First Bank

Truly Nigeria’s first Bank, First Bank is as big in age as it is in size (in terms of branch network.) Established since 1854, First Bank is one of the most trusted bank in Nigeria and the pride of the banking industry in Nigeria.

It enjoys trust and unwavering confidence of consumers in an industry where bank distress is a recurring decimal. Consumers and investors hold a strong belief that they can put their money in First Bank and go to sleep with their two eyes closed.

 One banker summed up the equity of First Bank thus: “ First Bank is so trusted that even  it were to have a problem, other banks would not allow First Bank to fail because that would cause erosion of public trust in banking industry.”

The elephant which was for some years dragged feet reluctant to shed its conservative personality approach , in 2010 embraced innovation and urbane outlook with its introduction of a Transformation Agenda, a rebranding exercise that saw  it  introduce innovations in consonance with modern banking ethos.

Gala

In 2012, Gala marked its 50 years in the market with pomp. The sausage roll brand had a good cause to celebrate- It has retained leadership of the  sausage roll market amidst vicious onslaught of newer entrants like Superbite(Chi Limited), Meaty, Rite and others. Gala has been able to sustain its leadership with innovations such as micronutrient fortifications, the new trendy look Gala and remodeling of its trade channels. The Chief Executive Officer of UAC of Nigeria Plc, makers of Gala,Larry Ettah, ascribed Gala’s dominance in the sausage roll market to the brand’s ability to deliver on the expectations and demands of the consumers.

 ”The truth is the brand has not survived but has become a virtual colossus because it has kept faith with its consumers! Gala has come out clean in its contract with the consumers by being the sausage roll of first choice.”

Guinness Stout

Competition and changing consumer behaviour may be boxing Guinness Foreign Extra Stout, from all sides of the ring but the black beer remains a defiant figher, refusing to be cowed.

Guinness Extra Stout which entered the Nigerian market in 1962 has remained the black beer market leader amidst an industry-wide dip in demand for premium beer.  Mr Benedict Atumalu a bar owner in Ikeja, Lagos revealed that black beer drinkers still favour stout because, “The difference ( in comparison with its competitors)is clear.”

However, it must be admitted that the drop in its volume sales has affected the bottomline of the Irish brewer which but for its latest herbal brew, Orijin, would have been on the floor of the ring.

 Not resting on its oars, Guinness is deploying a new campaign, #MadeofBlack to endear the aging brand to youths.

Omo

Its popularity was such that it became the generic name for blue detergents in Nigeria.  It has conceded its market leadership position to a more aggressive competitor in Ariel but Omo is still ubiquitous, found almost in remotes of places. It is still popular with some conservatives who have stayed loyal. Friday Olokor, a consumer said of Omo: “It’s been a popular brand.We like the fragrance and the quality has improved.”

Tom Tom

When Cadbury trimmed its brand portfolio a few years ago, Tom-Tom, its candy brand was one of the few lucky brands from the confectionery company that survived the load-shedding. Tom-Tom has been providing millions of Nigerians, both young and old soothing relief for over 40 years. The brand has weathered fierce competitors like Vicks Lemon Plus(Procter & Gamble) ,Baba Blue, Karrygo and so on. Tom-Tom is a dynamic brand that metamorphosed from a wrap-around minty delight to the pillow-cased minty candy that tickles palates around Nigeria.

Vitafoam

Vita foam has been around since 1972 when the company was incorporated. Although more expensive that its major rival Mouka Foam, Vitafoam still has a strong hold on its loyalists. One of them, Lukman Ishaku believed that the older a brand, the more trustworthy it is. Ishaku told Hallmark, he prefers the brand, “because of its varieties and years of existence.”