CWay Group targets young professionals in new social media campaign
By Joseph Ekeng
Amidst growing concerns by consumers over rising inflation in Nigeria, leading food and beverage company CWay Group has launched a new beverage product to drive continuous engagement and consumer consciousness.
The new product, Darjeeling Ice Tea was recently unveiled using CWay Groups’ social media handles. The brand has also rolled out a campaign to reinforce its presence in its segment and inspire top-of-mind awareness for its new baby.
The social media campaign titled ‘Tea Side of Life is designed to uniquely position Darjeeling Ice Tea as a lifestyle product that consumers need for their everyday energy and vitality.
The campaign which underlines the fact that Darjeeling Ice Tea is for everyone, whatever their profession or lifestyle interest, particularly appeals to the youths and young professionals for obvious reasons.
“Biodun is a fitness instructor, he is always in the gym working and having training sessions. Biodun is always worn-out after each session, but he stays refreshed with a bottle of Darjeeling Ice Tea. Biodun is happy and refreshed for the rest of his sessions. Be like Biodun,” the campaign explains.
In another post which is similar to the first, the campaign noted; “Bisi is a fashion designer. She goes to work at 7 am and gets home at 8 pm. Bisi is lacking excitement at work, she needs to be refreshed, so she opens up a bottle of Darjeeling Ice Tea.
“Bisi is happy and charged up for the rest of the day. Be like Bisi.” the campaign concluded.
According to the company, the new Darjeeling Ice Tea is a blend of tea and fruit with abundant antioxidant properties.
The manufacturer, while announcing the launch further said that the new products boast nutritional elements that guarantee to keep consumers healthy and refreshed.”
It said: “Darjeeling is made from the Darjeeling teas – famous for their strong and special aroma and often fruity and musky tea flavour often called the “Champagne” of tea, as it boasts top-quality.
Meanwhile, this launch is likely to trigger an increased wave of marketing activity in the lucrative ready-to-drink tea segment in Nigeria.
Experts have said that the category is still developing with strong potential for future growth as it offers refreshing and energising products that appeal to busy professionals, especially as it is often fruit flavoured.
Some of the top players in the segment include Chivita Ice Tea and Lipton Ice Tea.
The Darjeeling Ice Tea brand joins the CWAY food and beverages portfolio that includes Nutri-Milk Fruit Milk, Peach Fruit Drink and Nutri-Yo Yoghurt, among others.
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