Meet MARKETING EDGE 2021 Summit & Awards sponsor – Amber
AMBER energy drink, popularly known by its consumers as ‘Amber’, is a premium energy drink from the stable of Amber Drinks Limited. Since its launch in June 2020, in an exclusive virtual media event due to the prevalence of Covid-19 pandemic, the brand has remained Amber Drinks’ first beverage and flagship product.
Amber stands out as the energy drink with reduced caffeine and taurine content, scientifically formulated to provide an incredible energy boost for those who lead an active and exhausting lifestyle. It is also fortified with amino acid, citric acid and essential B-vitamins in addition to Guarana spice, which are required daily to fight fatigue, improve concentration and keep a consumer energised all day long.
Amber’s quality is a key differentiator of its content, which is why it has been positioned as a trendy, upscale drink for all genders. Distinct with its green, red and black colours, Amber has remained an iconic brand, having gained massive penetration into the competitive energy drink market. This was demonstrated barely six months after its launch, as it a premium contender in the ever competitive energy drink segment.
Today, the brand has gradually taken the center stage and become the energy drink brand of choice in most cities in Nigeria while extending its tentacles across other parts of the country.
Apart from being strategically positioned to understand and align with the ‘naija spirit’, the brand has raised the bar further by empowering thousands of people through its empowerment scheme.
The empowerment scheme offers a start-up loan of N100, 000 with a below-market rate interest and a 3 months repayment plan. The loan is given in form of products to help kick-start or sustain beneficiaries who are looking forward to starting a trade in Amber Energy drink or already own retail store outlets.
As part of its corporate social responsibility, Amber provided ‘Free BRT Bus Ride’ to Lagosians who were happy to ride with Amber. The free ride took place at BRT bus terminals or yellow bus garages and parks in selected areas across the state. This is aimed at mitigating the challenges and hassles associated with transportation in Lagos state by taking the bold step of bearing the brunt of the transport fare of its consumers with the initiative.
Meanwhile, in commemoration of its one year anniversary and in furtherance of its Corporate Social Responsibility (CSR), the super brand also undertook the control of traffic at three different locations around Agidingbi, Acme Road and Lateef Jakande Road, Ikeja. The initiative was also to relieve Lagos motorists of the hassles of vehicular traffic in the metropolis.
Still in the mood of the celebration, the Amber brand also launched a web-based game called “Amber Rush” that seeks to entertain, relieve and reward its teeming consumers as part of activities marking its one year anniversary in the Nigerian energy drinks market. The game which is a major driver of the brand’s one year anniversary is aimed at creating awareness, arousing interest while inciting more consumers purchase and also furthering bonding with key target audience.
Virtue they say, is a rewarder of itself, and this was demonstrated when the energy brand won the prestigious MARKETING EDGE Excellence Award, by emerging winner in the “Product launch of the Year” category Taking bold steps with its pay-off line: “Stimulates the Energy in You”, the brand is indeed stimulating all its energy to ensure that its consumers are stimulated with the right quality energy drink like Amber.
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