Legacy brands ruling Nigerian market
By Felicia Nwosu
As the Nigerian market continues to witness new entrants of various products, some older brands continue to maintain their leadership positions with various innovations, tactics, and strategies in the highly competitive market.
MARKETING EDGE, Nigeria’s authoritative brand, and marketing Magazine in a recent survey revealed that some legacy brands in the Nigerian market still retain their strong market dominance. These brands include:
Blue Band
This brand from Unilever Nigeria has become a household name since 1955, and has also become synonymous with bread while the memory of its decades past campaign lingers afresh daily in the minds of its teeming consumers who have grown into adults today.
Blue Band has succeeded in raising children who want to be at the top ladder of both academic and physical growth by daily measuring their metrics of success with a sub-consciousness inspired by its yellowish creamy spread. Mothers see Blue band as a valuable companion that encourages the culture of family having a balanced and nutritious breakfast every day to charge their minds and bodies with the power they need to do their best daily.
Blue Band margarine as it is commonly called, comes in two distinct variants, the Blue Band Original and the Blue Band Spread for Bread, which comes in different colours.
Choco Milo
Popular with its rhythmic campaign tunes, Choco-Choco-Choco Milo, one for you, one-by-one – these danceable and sing-along campaign tunes added more fun and love to the brand. Since then, it has continued to dominate and remains the incontestable king in that segment as no other brand has been able to challenge the winning streaks of this iconic brand of chocolate cube.
Choco Milo emerged by defining its source in the traditional Nestle Milo green pack, with a whole new level of chocolate crunchy sweetness. The chocolate taste of Choco Milo cube gives a new dimension of Milo taste, as Milo brand continues to reign as the leader when it comes to chocolate malt beverages.
Vicks Lemon Plus
This brand from the stable of Procter & Gamble has for years helped consumers to enjoy healthy living, while building their confidence with fresh and healthy breaths. Vicks Lemon understands that consumers want to express themselves freely in any discussion but not with horrible mouth odour. Despite the battle for market share with Tom Tom, it has continued to differentiate itself with its unique taste, colour and packaging to remain a premium candy.
Since its emergence into the market, it has maintained its brand positioning in fighting in providing fast and effective relief to every symptom of cold, cough, sore throat and catarrh. Vicks Lemon plus also possess strong efficacy in refreshing and maintaining healthy and fresh breath.
Cerelac / Nutrend
For Nigerian caring mothers that want nutritional and enriching weaning products for their babies, these two cereal brands will be the first on their list. This is because these brands have served mothers satisfactorily, making it earn the rank of a legacy brand with ease, in recognition of fulfilling its brand promise through trust and reliability.
Cerelac and Nutrend were introduced almost at the same time between 1984 and 1986 to help Nigerian mothers in growing healthy, strong and smart children. Till date these brands that help babies develop tastes for other food as they are weaned from breast milk remain legacy brands in the Nigerian market.
NASCO Cornflakes
As a pioneering brand, it was one of the top selling products as the first indigenous cereal brand and also one of the most famous brands in Nigeria. Nasco Cornflakes is a complete pan-Nigerian product and has dominated that segment since it was introduced in the market in 1985, after its launch in 1983. Its journey into the Nigerian market and in the life of Nigerian consumers remains indelible as it was the only brand in its category to serve consumers for almost three decades before Kellogg’s corn flakes came into the scene as its competitor.
Tom Tom
Tom Tom is a popular candy with strong menthol flavour, specially designed and packaged with stripes like a Zebra, which is why some consumers refer to it as a zebra candy.
Unlike other candies, Tom Tom in its legacy journey has consistently provided fresh breath to Nigerians since 1970 when it made its debut as a soothing partner. It relates with consumers’ well-being more than any other when it comes to cold matters. It acts more as a medicinal product as it provides instant relief from congestion and throat soreness while refreshing breath with minty coolness. For many consumers, it is the perfect reliever for cold and flu. Its medicinal properties serve as an anti-bacterial against cold, sore throat and cold.
Peak milk
The historic journey of this legendary and heritage brand could be traced back to 1954, when it saw the futuristic penetration, growth and expansion of Peak milk while Nigeria was still under British rule. The founding company, FrieslandCampina, sailed its way from the Netherlands through several oceans to Nigeria.
Peak milk made its connection more engaging and emotional when it featured popular footballer Papilo (Kanu Nwankwo) in its campaign which became a slogan for all consumers at that time and it is still lingering on. As a brand that has distinguished itself with the strategic vision to serve from generation to generation, its legacy will definitely linger and endure for generations as well.
Three Crowns milk
Three Crowns milk, a leading dairy brand from the stable of FrieslandCampina WAMCO, was launched into the Nigerian market as evaporated milk in 1988. In 2015, it extended into the milk powder category to cater for a wider consumer preference. It is low in cholesterol and contains 28 vitamins and minerals needed for daily nutrition. In its mission to promote healthy eating habits and active lifestyle, it has collaborated and received an endorsement from the Nigerian Heart Foundation (NHF), with the foundation’s logo endorsing Three Crowns milk as heart friendly, complete nourishment. Three Crowns has distinguished itself by being positioned as a brand that cares for mums as backbones to their families.
Maggi seasoning
This is a timeless and ageless brand, being as old as time itself. Maggi cube has served from generation to generation, leaping giant strides that have crowned it a king in the seasoning segment as a legacy brand. Today, its age long presence in the Nigerian market has won it the generic medallion for all other seasonings except knorr cube. It is one brand that remains a family heritage that many daughters proudly revealed that it was passed on to them from their mothers.
Maggi has continued to keep up with the pace by evolving along with changing consumer taste through the introduction of various variants to spice up the taste of family meals while infusing powerful marketing concepts to remain a major market leader.
Knorr Cube
This premium brand was introduced by Carl Heinrich Knorr, and in 1912 the first Knorr Bouillon cube was launched. It has presence in over 78 countries across the globe. It was initially owned by Cadbury before it was bought by Unilever.
As a premium brand managed by a premium company, Knorr’s quality remains outstanding compared with other brands in terms of price, taste, quality and packaging. It has always remained a challenging force to Nestle Maggi cube since then.
Devon Kings’ vegetable oil
This legacy brand has been associated with high quality, trust, reliability, based on its purity as unadulterated quality oil for more than six decades. These positive attributes have endeared consumers from season to season, making it a futuristic brand while increasing its market outlook. Since its journey into the Nigerian market in 1954, it has gradually become an enduring, exceptional, and irreplaceable oil brand with trusted source as a locally made product.
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