Amber marks one year anniversary in style and panache
If there is any inspiring word to describe Amber for its doggedness, it will be resilience with verve. Considering the circumstance surrounding its birth a year ago, when it broke all barriers to become a premium brand with its virtual launch at the peak of Covid-19 pandemic, the Amber brand surely has guts and gusto.
Packaged in an elegant can, endearing green, red and black colours, accompanied with a refreshing taste and healthy energy boosting ingredients, the brand is a class in its own world! It is manufactured with distinctive features and unique qualities that have distinguished this iconic energy drink from the packs in the hotly competitive Nigeria energy market. Since its birth in 2020, Amber has been growing in leaps and bounds with its strong penetration into the market. Having kicked off with the pay – off – line, “stimulate the energy in you”, an indication that the brand is strategically positioned to understand the hustle and bustle associated with Lagosians, living in the city that never sleeps – Lagos. It has been refreshing hundreds of millions of consumers with a refreshingly tasty energy just to ease off their stress.
Amber knows Nigerians to be hustlers and workaholics, which is why it is not leaving any stone unturned, as a top- of –the- mind brand, by engaging with positive life-changing corporate social responsibility activities.
According to the brand, amplifying the sensory quality of the brand by connecting with consumers will help drive further awareness, as well as creating an encouraging bottom lines and market penetration.
Since its inception, Amber has been committed to creating real value by meeting the exact needs of its consumers through various empowerment programmes aimed at alleviating the suffering of the populace.
Some of the major building platforms for the iconic energy drink are:
Empowerment Scheme
The brand understands that SMEs in Nigeria are confronted with challenges such as lack of finance in starting and developing business, together with poor infrastructure.
It is on this premise that the Amber Energy Drinks Limited Empowerment Program was set up, to provide Nigerians the opportunity to own and grow their businesses through soft loans and business support initiatives. It was introduced as a solution to the challenges of unemployment and targeted at poverty alleviation.
Amber gives a start-up loan of N100, 000 with a below-market rate of interest and a 3 months repayment plan is provided to the beneficiaries of the program. The loan given in form of products to help kick-start or sustain beneficiaries who are looking forward to start trading in Amber Energy drink or already own retail store outlets.
Amber Free Bus Ride
In its bid to be emotionally connected with its consumers, Amber feels and understands the trauma associated with heavy traffic and hike in transportation fare in Lagos especially, being the business hub of the country.
To cushion the effect of high transportation fare and to ease the traumatic traffic experience of residents and commuters, the brand came up with the initiative of ‘Free BRT Bus Ride’.
The exercise allowed passengers to buy cans of Amber drink at BRT bus terminals or yellow bus garages and parks in selected areas across the state, which qualified them for a BRT ticket for free! The can, therefore served as the automatic passport, for commuter’s free access into the BRT buses or the conventional popular Lagos yellow buses.
This special offer lasted for three months for a smooth relief and jolly ride based on scheduled time and destinations while the initiative lasted.
Commenting on the initiative, General Manager of Amber Energy Drinks Ltd, Ms. Lola Adedeji noted that, to Amber Energy Drinks Ltd, nothing was too much in satisfying and meeting consumers’ needs and demands.
Her words: “We have taken our time not just to study the market but also who our consumers are and what they will need, and have decided that at every step on the way, Amber will meet the needs of its consumers, so, it is so much fun and many wonders are still coming from the Amber Energy world!”
Amber Traffic Management Initiative
It was a beehive of activities at various bus-stops across the Lagos metropolis, in areas such as Agidingbi Road, Acme Road, and Lateef Jakande Road, as motorists and commuters set the tone for the celebration of Amber at one, with free iced cans of the energy drink.
Speaking on the anniversary project, Mr. Korede Omole, Assistant Head of Sales, Amber Energy Drinks Limited, stated that, assisting LASTMA in the control of traffic was part of the activities lined – up in commemoration of the brand’s one year anniversary.
Amber is giving back to the consumers and its host community, for trusting them and patronizing Amber.
“This is a token from Amber Energy Drinks Ltd, as a CSR activity, it is a way of appreciating LASTMA for their job, by joining them to ease the traffic around different locations across the metropolis, in a bid to make Lagos state a better place”
He equally noted that the brand is concerned on how to ease the problem of its consumers.
“As a brand, we are always very particular about solving Nigerians’ problems, that is why we have been engaging in different activities such as the youth empowerment program, it is all about making the life of an average Nigerian better.”
The Assistant Head of sales disclosed that the corporate social responsibility activities is going to be an annual event while promising that more impactful projects are in the pipeline in the brand’s subsequent celebrations.
On the brand’s birthday communication message to its teeming consumers, Mr. Korede Omole said Amber is encouraging consumers to keep stimulating the energy in them and also know that Amber is always there for them.
In the same vein, Femi Adeyemi, Head of Audit Department, noted that, Amber’s anniversary was an avenue to appreciate the society, for being loyal and supportive to the brand since it entered the market a year ago.
His words: “This is part of who we are, we are a brand that value customers, and we felt this is one of the ways to express our gratitude. We know that traffic is one of the major problems in Lagos. We also know how hectic the job of LASTMA officials is. Amber therefore decided to contribute its own quota to Lagos state and Nigeria at large through this by refreshing motorists and consumers with tasty iced Amber energy drink as they drive by and walk along these location.”
Femi also stated that, Amber is also set out to empower Nigerians through the introduction of its online game popularly known as Amber Rush Game, where winners have emerged becoming millionaires.
One of the LASTMA officials, who expressed her gratitude to the brand, said it was a relieving moment for them, having Amber joining them to manage the heavy traffic in the metropolis.
She further stated that, ‘Amber’s traffic initiative is very impactful.
Indeed, we have felt their impact on the road, their presence have helped us to relax, as they truly took charge of the road, reducing the weight of the job on us.
Yusuf Olatunji, one of the commuters along Agidingbi road, with excitement, testified that Amber is naturally blended, while commending the brand on its traffic management initiative.
“Honestly, this is the first time I am seeing an energy drink brand doing a worthy social service like this, it is a good one. I also love the taste of Amber”.
Amber’s first anniversary project on traffic management project took place at three different locations simultaneously across the Lagos metropolis .
Amber energy drink is enhanced with potent herbal blend of Guarana, Amino acids and Vitamins
Guarana is natural Caffeine used in beverages. It was said to have been added to Amber to ensure that along-side all the vitamins and nutrients packed in the can, consumer stays alert, energized and healthy.
The new energy drink is formulated to provide an incredible energy boost for those who lead active and exhausting life styles, top of which are sports, entertainment and games.
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