Following a successful re-launch which witnessed five Nigerian hip-hop stars on parade, Star, a premium lager brand from the stable of Nigerian Breweries plc has reaffirmed its intention of still remaining on the branding scene. As one of the best managed and longest surviving indigenous brand in the country, it hosted Nigeriansto a star studded event held at Eko Hotel and Suites in Lagos. The event which parades Tuface Idibia, D’banj, MI, Wizkid and Tiwa Savage showed the brand in all its glory.
Walter Drenth, Marketing Director of NB plc, who spoke at the epoch making event said superior product quality has been the driving force of Star; he added that consumers have come to trust the brand because of its consistent quality over the years. The brand has the heritage of being brewed under strict quality standards since 1949 and the consumer promise remains uncompromised. Another factor is the strong distribution network. The brand has a very strong distribution footprint which spans the length and breadth of Nigeria. It is therefore not by accident that the ever refreshing Star is widely distributed and readily available across the country and is within the reach of consumers. The Star brand, right from when it was initiated, has maintained a constant message of bringing “brightness” to its consumers. This is always reflected in all its marketing campaigns.
Drenth stressed that another factor that adds to Star’s equity is the fact that it has one of the best communications across all media. This Communication has been consistent over the years. Again, this does not happen by accident. It is a well thought out process that has made the brand young and fresh despite the fact that it has been around for 63 years. Star is one of the best run brands to come out of Nigeria.
Right from the beginning, the brand made a strong statement, from the first campaign slogan of “Ah! Star – Beer at its best” introduced in 1949 through the “Brightness” campaign of the 1970s/80s, to the “Turn to Star – The ideal brew” campaign, unveiled in 1989, to the “Live the Brighter Life In Style – Star Ahead on Taste” campaign of the 1990’s and then to the campaigns of “Never A Dull Moment with Star”, “Share the Brighter Life”, “Shine Shine Bobo” and “Let’s get the party STARted”, it is clear that the advertising campaign development history of Star has been consistent in creating a mythical halo for the brand. The rave-making campaign that heralded the STAR Bottle change in 2000 is still fresh in the mind of consumers. The ‘Star Dance’ and Shine Shine Bobo are equally award winning materials.
After the re-launch which attracted more than 6,000 selected consumers, accolades has been pouring in from consumers about the new look of the product. While applauding the new look, consumers testify to the fact that patronage of Nigeria oldest beer is on the increase. One of such consumers is Bunmi Aladejobi; a legal practitioner who resides in Lagos said “I can bet it that Star is the highest selling beer in Nigeria. My survey was re-confirmed after the re-launch. On a visit to any bar, you can’t see a table where friends gathered to drink and have nice time without at least three bottles of star lager! The new look is now the talk of the town, to me we have two beer in this country, star lager and others”.
Kelechi Nnaji, a trader in Port Harcourt claimed that Star lager beer is like the green passport that identifies you as a Nigerian. “You can’t claim to live in Nigeria and you don’t know Star lager beer. I raise my hat for the re-launch, the new look is a creative design that can’t be ignore. I usually tell my friends that with this new packaging, if you not drinking star lager beer, you missing something really great.” Kelechi claimed.
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