Amber’s growth trajectory in Nigeria’s energy drinks market
In marketing and brand building, developing a growth strategy is important. However, systematically executing on that strategy is even more important because without action, a strategy will always remain a strategy.
All existing successful brands in the market space have growth trajectories. But like in a sprint or a marathon, some new entrants sometimes come from nowhere to overtake and capture market share, while showing no signs of slowing down in their quest for more. And this is the story of Amber energy drink in the Nigerian market.
One and a half years ago, Amber, a premium energy drink from the stable of Amber Nigeria Limited, landed like an eagle in Nigeria’s competitive energy drinks market at the height of Covid-19 pandemic. Defying all odds, Amber daringly opened up the frontier by launching into the market in digital style and grandeur, while many brands were nowhere to be found, perhaps in hiding, waiting and watching the market to open or unravel. Amber brazenly stole the show and dared the sharks and lions in Nigeria’s energy drinks market, seizing significant shares from their grips. Today, the mustard seed planted amidst the pandemic crisis has grown in equity and relevance.
Amber’s audacious entry was not without promises and essence. The premium energy drink has been fulfilling its promises and proving its essence as it continues to stimulate the unbounded energy in Nigerian consumers. As an iconic brand, Amber has continued to gain market traction and to set an agenda while others follow. In fact, the wonder energy drink brand remains an enigma and indeed a brand to watch in its exciting growth trajectory and market penetration.
Packaged in an elegant can, endearing green, red and black colours, accompanied with a refreshing taste and healthy energy boosting ingredients, the brand Amber is in a class of its own. It is manufactured with distinctive features and unique qualities that have distinguished it from the packs in the hotly competitive Nigerian energy 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 Lagos and Lagosians, the city and the people that never sleep. Above all, 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.
As soon Amber’s presence began to be felt across in the market, the energy drink brand began to show care and concern for its teeming consumers. It started connecting with the consumers by activating the market long abandoned due to the pandemic and its attendant lockdown. After activating the market, Amber went on a charity and CSR by innovating Free BRT Bus Ride for millions of Lagosians and commuters just emerging from the pains and pangs of the pandemic.
Amber did not stop at that, it launched an empowerment programme aimed at improving the standards of living of several thousands of Nigerian citizens in becoming self-employed and financially independent. As it stands, Amber has succeeded in creating a huge number of entrepreneurs popularly called Amber-ssadors who now own their own in the Nigerian enterprises sector.
Despite the fact that the premium energy drink was launched into the Nigerian market during the most challenging period, the planets seemed to have been in perfect alignment for it, as Amber can be proven to have become the Fountain of Youth in contemporary Nigeria’s energy drinks market segment.
Suffice it to say that what stands Amber out is boldness, courage, innovation and the can-do spirit of an average Nigerian. And the brand’s reason for being can be brilliantly summed up as enriching Nigerians while relieving them of the hustles and bustles of everyday life.
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