Anything that ignites consumers’ passion is something we are interested in – Sampson Oloche
By Felicia Nwosu
Sampson Oloche, Portfolio Manager, International Premium Brands at Nigerian Breweries Plc, has reiterated that, Heineken is committed to ensuring that it delivers on its purpose and promise by being interested and proactive in incorporating its products in events and trends that ignites consumer’s passion.
The international premium portfolio manager revealed this during an interview with MARKETING EDGE. In his submission, Oloche explained that the brand is extending its tentacles across various trends by investing in areas of sports and fashion just to stay connected and engaging with the consumers.
He said: “The Fashion and Design Week is a way of broadening the reach of the Heineken brand because, if you look at a lot of our sponsorships, Formula One, Euro, Bonds Movie has to come. Again, fashion in Nigeria is a platform that attracts a broad audience but it indexes a lot in females and also very young people. If you add that to the football audience, you can see how we are trying to reach a broader set of consumers first-hand. This is we trying to deepen our penetration with our broader audience to go into their lives and basically their passion- points, because, all we do is about igniting consumer passion, and anything that ignites their passions is something we are interested in.It is we meeting the consumer and passion point, the same way we are meeting a huge part of our consumers with football. Fashion is also relevant because it is cool, trendy, young and it is something that Nigeria is really accelerating.”
The experienced brand marketer proudly revealed that Heineken has transformed over the years into a global icon that is sold in more than 192 countries, while still maintaining its hallmark for quality in the Nigerian lager beer market.
His words: “Basically, Heineken sets itself a very high standard and so it starts from the product level. The ingredients for beer, we use the highest quality ingredients across the board and the process is very standardized. It is set up from the centre. It is controlled centrally from Amsterdam. So the quality standard is very high. For a brewery to qualify to brew Heineken anywhere in the world, it has to go through a very rigorous process. We have eight breweries in Nigeria and Heineken is not produced by everyone. That is just to give you an example. So that means the quality expected to produce Heineken is high. That is what has been set up as a standard globally.”
Oloche also explained that during Heineken’s tour of 2019, an impressive number of Nigeria consumers were thrilled in a momentous football match by Carles Puyol Saforcada, a UEFA Champions league legend and Heineken Ambassador. He spoke on the impact on Heineken market leadership in Nigeria.
“Bringing the trophy here to Nigeria makes it more tangible. This is the same trophy that is going to be presented to the winners. We bring credibility to Nigerians and say, look, this is the biggest prize in club football and you are able to come and touch it. The passion it brings out of our consumers is immense both target audience and non-target audience, just football lovers, if you look at those activities and the way people go wild just looking at the trophy. It is great and we are planning to repeat it again if we can this year,” he submitted.
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