Our goal is to make Amber a legacy brand
I knew that if I failed I wouldn’t regret that, but I knew the one thing I might regret is not trying. – Jeff Bezos
Above immutable words by foremost entrepreneur and founder of Amazon, Jeff Bezos, encapsulates the grand entry of Amber Drink, a premium energy drink from the stables of Amber Drinks Limited, into the Nigerian market. Incidentally, Jeff Bezos, who until recently was the richest man in the world happens to be the role model of the quintessential amazon behind the Amber Energy drink brand, Ms Titilola Adedeji. Amber was launched in July, 2020 in an exclusive virtual media event due to the prevalence of Covid-19 and other attendant government protocols.
The expectation from watchers and players in the energy drinks market then was that the product would just make a few buzz and fizzle out as some analysts said it was a ‘crazy’ risk to take especially at that critical period. Quite unexpectedly, the Amber brand has proved many doubting Thomases wrong considering its massive penetration into the competitive energy drink market.
Barely six months after, the new Amber Energy Drink has continued to gain traction, driving sales in the Nigerian burgeoning Energy Drinks market with the product rapidly penetrating major stores and trade outlets in Lagos and also making aggressive entry plans in other parts of Nigeria.
Within the short space of its historic entrance into the market, the energy drink brand had launched an empowerment scheme aimed at ameliorating the sufferings of majority of Nigerians while improving their standards of living.
Through the initiative, the brand intends to ensure that Nigerians make in their own country through trade finance loan so as to be financially independent to cope with life while enhancing their standards of living. Indeed, not quite a few Nigerians have benefitted from this initiative which has continued to enjoy massive participation by Nigerians who wants to be their own bosses by establishing ad running their own enterprises and business.
Similarly, Amber energy drink has within the period under review touched the lives of commuters in Lagos State through the roll-out of the unique Amber FREE BRT BUS initiative which lessened the burden of commuting within Lagos metropolis for almost three months.
In an exclusive chat with MARKETING EDGE, Ms Titilola Adedeji, GM, Amber Energy Drinks Ltd, provides insight into the strategies, growth projections and plans of the Amber brand in the competitive energy drink market.
Commenting on the phenomenal success of the Amber brand, Adedeji was elated about the penetration of the brand in the energy drink market saying “Well, I think for a new brand we have done quite well. So, I know that if you ask one in ten people, they must have heard about it. I will say, one in twenty five must have tasted the drink. I think we are doing quite well and we are getting our feet in the energy drink market in Nigeria now”.
Speaking further, she said, “I always say that the brand takes on the nature of its owner. The owners of Amber are bold, audacious, resilient and dedicated. Regardless of what the situation is, we focus on our focus, where we want to be disregarding the obstacles. Or more succinctly, using the obstacles to our advantage, which is what we have done with the time when we launched”.
Well, I think for a new brand we have done quite well. So,I know that if you ask one in ten people, they must have heard about it. I will say, one in twenty five must have tasted the drink. I think we are doing quite well and we are getting our feet in the energy drink market in Nigeria now”.
On strategies deployed to promote the brand at the critical period of Covid-19, Ms Adedeji said:
“We explored both Below the Line (BTL) and Above the Line (ATL) marketing; we have digital marketing and the main media marketing. The drive was to make sure that anyone who interacts with our brand can easily understand what we are communicating. The next question is how? When you go on the landing pages of all our social media; on our website; you can even go on our helpline; these are all available to let you know that every step of the way you can get Amber to release the energy in you. In every aspect of your life, right from waking up from your bed Amber is available to stimulate the energy you need for each day. It is also there to unleash the energy in you to take you from one level to another. That’s what we wanted to communicate to our consumers”.
Responding to an inquiry on where she projects the brand to be in the future, the debonair serial entrepreneur had this to say:
“The amazing thing is that Amber is less than six months old in the energy drink market in Nigeria. When you ask about it, you almost get a response of a drink that is like two years old. That tells you that we have started making our marks in the market but being a legacy drink means that we are not rushing to do anything. We are taking it step by step to ensure that we are engrained in your mind and we stay with you for life. Amber is available in at least six other states outside of Lagos and we are enrolling more states afterwards and then Pan-African. We are going to be all over Nigeria” she disclosed.
On the empowerment programme embarked upon by the brand, Ms Adedeji noted that the programme has been a phenomenal success and the brand is in it for the long haul. Hear her: “We are going to continue to empower Nigerians. As at today, we have enrolled over 4,000 people. It’s an on-going project of a life time. It’s not a one-off. Every year, people are losing their jobs. So, Amber is always there to help people.
For the Amber boss, her trust in God and her passion in what she believes is what has kept her going in the challenging Nigerian business environment. I just see what I want to see and keep focused, she reasoned.
Commuters in Lagos State were all over the moon as they savoured the new experience with the energy drink in the mega city. With Amber, commuting in Lagos became fun as bus terminals, which were hitherto mere waiting and purchasing points for commuters, were so filled with freebies, glamour and much more.
Amber made a big statement when it flagged off its BRT and conventional bus ride project. The refreshing energy drink, with natural caffeine and essential natural vitamins, became the cynosure of all eyes at select BRT terminals and garages in Lagos when it gave out free BRT tickets to commuters who bought a can of the drink at the chosen locations.
The Amber brand ambassadors who were clad in their branded Amber shirts took time to interact with the consumers on the “Amber Experience”.
“Commuting in Lagos has never been this fun,” said Opeyemi, a commuter at the Oyingbo BRT terminal while waiting on the queue to purchase the energy drink that came with a free ticket for her long trip to Ikorodu during the exercise. She was quick to add that she got double value for her money as the drink has become her favourite after tasting it on two previous occasions on the same route. “A sip of Amber after a long day at work gives me a sort of relief and relaxation,” Opeyemi said.
Meanwhile, the Amber Amazon, celebrated yet another birthday recently amidst pomp and pageantry by staff, well- wishers and associates. Though very shy and self-evasive; Adedeji could not hide her joy amongst her folks, friends and families for adding yet another year to her age.
It was also an occasion for MEDIA EDGE and MARKETING EDGE
publications Ltd to appreciate, celebrate and felicitate with her, having being inspired by her leadership qualities and attributes.
Consequently, the combined team of the two companies stormed unannounced the corporate head office of Amber Energy Drinks Ltd to add colour and grandeur to the birthday anniversary celebration of the soft-spoken Amber boss.
The goal-getting, quintessential and amazingly brilliant Amber boss, Ms Lola Adedeji was visibly thrilled and elated as she received the 4ft custom-made birthday card and a well-designed cake which was presented to her on behalf of MEDIA EDGE and MARKETING EDGE. Typically in her usual self, the celebrant expressed her profound gratitude.
Presenting the 4ft custom-made birthday card to her, MEDIA EDGE’s Account Director, Mrs. Mojisola Daniels- Matesun congratulated Ms Adedeji on her birthday, stating that she has been a great blessing to her generation and humanity.
The Account Director said the MEDIA EDGE group decided to celebrate the Amazon because of her sterling qualities as a corporate leader, great mentor, and role model.
In her statement, Mrs. Daniels- Matesun explained that since the integrated marketing communications company started working for the Amber group, MEDIA EDGE has been inspired by her work ethics which she noted are rooted in honesty, integrity and excellence.
“For us at MEDIA EDGE, we share the same DNA with Amber Energy Drinks Ltd on work ethics and transparent, good corporate governance. We cannot thank you enough for allowing us to be a part
of your journey and indeed an integral part of your success story which we are always proud of all the time,” Mrs. Daniels- Matesun stated.
In her response, Ms Adedeji thanked representatives of MEDIA EDGE and MARKETING EDGE for being a part of her joyous moment, promising that she will continue to do more business with them.
According to her, “I thank both MEDIA EDGE and MARKETING EDGE for your good gesture, I can assure you that we shall continue to further the good business accord amongst the companies while promoting a win-win platform for the Amber and MEDIA EDGE group alike. She however noted that she believes in value and urged MEDIA EDGE to bring out more values to the table. Her words: I believe in value, I want to see your agency coming up with more impactful ideas that will always win out there in the market place” she advised.
Her characteristics warmness and affection made the visitation even much more memorable as she took group photographs with the twelve-person delegation to her office, under strict adherence of Covid-19 pandemic protocols.
Ms Titilola Adedeji has a way of endearing herself to people who come her way. Suave, cool and courteous, the Amber boss is a study in honour, dignity and passion. Though young and assertive, Adedeji is a humble and humane corporate leader.
She is a serial entrepreneur whose imprimatur is on many corporate enterprises and endeavours. She has achieved so much in her career trajectory and in the annals of corporate Nigeria. She is brilliant, articulate and yet unassuming despite her educational pedigree as a product of IVY League schools and a progeny of renowned heritage.
Ms Titilola Adedeji has a way of endearing herself to people who come her way. Suave, cool and courteous, the Amber boss is a study in honour, dignity and passion. Though young and assertive, Adedeji is a humble and humane corporate leader.
She is a serial entrepreneur whose imprimatur is on many corporate enterprises and endeavours. She has achieved so much in her career trajectory and in the annals of corporate Nigeria. She is brilliant, articulate and yet unassuming despite her educational pedigree as a product of IVY League schools and a progeny of renowned heritage.
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