Molfix, Airtel emerged biggest winners at 2018 ADVAN Awards

Global diaper brand, Molfix from the stable of Hayat Kimya Nigeria and Nigeria’s leading telecommunications service providers, Airtel Nigeria were the big winners at last night’s ADVAN Awards for Marketing Excellence.

Molfix, which recently upstaged pampers to become the leading diaper brand in Nigeria, emerged winner in the Brand of the Year and Experiential categories. Airtel Nigeria’s popular Mother-In-Law campaign won the ‘Campaign of the Year’ Award.

This year’s ADVAN award took place at the prestigious Civic Centre, it’s the first time in a long while that the event is held outside of Muson Centre, Oniken, and it’s a reflection the innovation driven leadership by the Folake Ani-Mumuney led ADVAN executive.

In many ways, this year’s award was more prestigious and glamorous. And the fact that it was the 25th anniversary of ADVAN added to the grandeur.

The quality of event planning and organisation was better, the entertainment was top class and it attracted a good number of dignitaries and corporate support befitting of an ADVAN event. And then it was a fitting moment to crown Molfix’s effort as arguably the king of marketing in Nigeria.

Interestingly, Molfix had won the experiential marketing category for the second time in a row. A rare feat for a brand that debuted in Nigeria just about three years ago.

The Turkish diaper brand also took second position in the Digital/Social Media and Corporate Social Responsibility (CSR) categories, making it one of the biggest collections of diadems on a single night of ADVAN award.

Some of the other brand that received recognition at the award show includes, Tomtom, Milo, Hypo, and Power Oil.

Brands like Heineken, Indomie Relish, MTN, Guinness Extra Stout, Goldberg and Minimie Chinchin took second and third positions in their respective categories.

Speaking on the brand’s outstanding performance at the awards, the Marketing Manager, Hayat Kimya Nigeria, Mrs. Roseline Abaraonye, said it was a great night for the brand.

Abaraonye stressed that Molfix as a brand was designed to meet the needs of its customers noting that the brand’s positioning and success was as a result of hard work.

In a 2017 report by Nielsen, Molfix led the diaper market by 44.3%, sensationally displacing Pamper which dominated the segment for more than a decade but now lies in second place by 33.3%.

Molfix has earned praise from analysts for its groundbreaking innovation especially in the below the line advertising.










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