Meet MARKETING EDGE 2023 Summit & Awards’ sponsor – AB InBev
AB InBev is sponsoring MARKETING EDGE on its 2023 NATIONAL MARKETING SUMMIT and MARKETING EDGE BRANDS & ADVERTISING EXCELLENCE AWARDS, scheduled to take place on the 15th and 16th of September, 2023.
AB InBev, the world’s largest brewery, is continuously making significant strides both in Nigeria and across the African market by tapping into the values and cultures of the continent to position its global brands successfully.
In every of its journey, it recognises the importance of resonating with local consumers, the brewing giant has taken up the challenge of adapting its renowned beer brands such as Budweiser and Stella Artois and Hero, to align with the diverse and vibrant African market.
The company has emphasized the role of consumers in shaping the direction of the brand. It said the intention is to continue developing campaigns that consumers can relate to by telling African stories to an African market.
The company clearly understands that Africans are passionate about sports, their history, and their culture, that there is a fine line between reverence and disrespect which is why it continues to tap into the passion and while applying less focus on its products.
In a move to increase its foothold in Nigeria, it has established a $400m mega plant investment which was part of its strategy to consolidate on its merger with SAB Miller to challenge its competitors.
Having evolved and shared the same DNA with its Nigerian consumers, AB InBev, also partnered with Dentsu to champion the ‘reclaim your DNA’ campaign. This was to exert pressure on the UK Government to return the Benin Bronzes to Nigeria for the protection of Nigeria’s cultural heritage. The campaign was led by Trophy Stout, the only indigenous stout brewed in Nigeria.
AB InBev, through its Hero lager beer brand, launched a new TV campaign to help pave the way for its advancement in the cause of the brand and further entrench its positioning and market share in the South-East and South-South of Nigeria.
Over the years, the company has earned a sizable share of the market especially in the east where its Hero brand has risen to become the dominant lager brand. Hero has established its leadership status and continues to reaffirm the same through insightful marketing campaigns such as Echefula, which means “Never forget”, which struck a chord with the target audience, especially people of Igbo extraction.
ABInBev has consistently proved that they are poised to take every logical step to further enhance the bonding that exists between the brand and its consumers while also seeking to bring prospects in the fold.
The company, through the campaign, which derives its storyline from the Igbo culture of apprenticeship, is quite innovative and has been helpful in driving economic empowerment and innovation among the people. It leveraged the well-established Igbo culture to drive home the brand’s message in alignment with the individual’s economic vision and the much craved financial independence.
After years of driving growth through economies of scale, cost efficiencies, and mergers & acquisitions, AB InBev has embarked on a journey to develop a creative excellence programme and set a five year strategic goal to improve its creative marketing capabilities and drive organic revenue for the business. This programme saw them introduce an embedded, sustainable system and culture that put creative problem solving at the centre of their business – leading to organic growth and improved creative and financial performance, including all-time high full-year volumes for years. AB InBev also joined the list of World’s Most Innovative Companies in the Branding and Manufacturing categories.
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