16th February, 2011
Following its resolve to further strengthen its leadership position in the Nigerian malt drinks market, leading first home brewed non-alcoholic malt drink, Maltina, has unveiled a new look and new pay-off line. The new look and pay-off line, â€œSharing happinessâ€ are both part of a brand proposition rejuvenation process designed to ensure thatÂ Maltina remains connected to the sophisticated and savvy 21st century Nigerian consumers.
Speaking on the rationale for the new look and new pay-off, Mr. Jacco van der Linden, Marketing Director, Nigerian Breweries Plc said that the Maltina brand has been leading the malt drinks market for the past 35 years by being close to the hearts of many Nigerian consumers. He added that to remain the number one malt drink in the market, Maltina is now bringing a refreshed brand proposition to the market for Nigerians to share their happy moments with their loved ones and with the brand.
â€œThe initiative stems from our desire to continuously offer the Nigerian consumer the highest possible value for money. The brand should always remain appealing and aspirational to consumers and should always remain in the lead. That is why we have chosen to premiumnize and refresh the brandâ€™s identity. We are confident that it will further carry on the positive image of Maltina as the number one nourishing malt drink and as the brand that inspires sharing happy moments with loved ones,â€ van der Linden added.
He stressed that the new-look Maltina remains the same in composition and taste and can be enjoyed as before, saying; â€œOnly now, it carries a modern new label that will better help it standout amongst other malts and give Maltina even more appeal.â€
Also giving credence to the new proposition, Mrs. Ngozi Nkwoji, Senior Brand Manager, Maltina, said the design elements of the refreshed brand uses a number of interesting colours, all with great significance in Maltinaâ€™s new identity; Classic white for purity, Black for boldness and rich content, warm red for energy and vitality, orange for vibrancy, yellow for happiness and gold as a promise of high quality.
Nkwoji stated that â€œthe cool new look and new pay-off line contribute to the brand being perceived as the number one malt drink, best known for its superior nourishment and for â€˜sharing happinessâ€™. This means that Maltina will not only nourish and revitalise consumers as it did before, but will also inspire moments to share happiness with friends, family and loved ones at home, at school, at work, at parties and social functions alike. In addition to the Maltina bottle, the Maltina â€˜Canâ€™ will also carry the vibrant new look. The Maltina bottle and â€˜Canâ€™ will continue to share nourishment as well as happiness with everyone, everywhere.â€