Star Radler goes bullish, partners Tiwa Savage to drive brand growth
One of the most important guidelines for choosing a celebrity brand ambassador is to “choose wisely”. And nobody can doubt that Star Radler made the right choice when it recently unveiled Tiwa Savage as its brand ambassador.
In the last decade Tiwa Savage has undoubtedly been a force to be reckoned with in the music industry in Nigeria and Africa and she has maintained her presence at the pinnacle of the entertainment industry with back to back hit music and a stage presence that defies the odds. Over the same period, it’s hard to see any other female artiste that has demonstrated the same level of staying power and vibrancy like Tiwa. That is why the move by Star to enlist her as one of its brand ambassadors has been described as a masterstroke.
The multi award winning pop star was unveiled at a special event hosted at Muri Okunola Park, on the 29th of March, 2019. She becomes the first ever female to be officially signed on as an advocate for the beer brand, as she joins an elite bracket of superstars to be associated with Star.
The brand is expected to ride on Tiwa’s massively acceptance in the youth market and celebrity influence to deepen brand awareness and equity for the Star Radler. Since its launch several years back, Star Radler has enjoyed some level of connection and brand loyalty within its target audience, the brand has become a common feature in clubs, bars and major social gathering. But now it has arrived at a moment of transition which requires something extra to project it into it next phase of growth, hence its partnership with Tiwa.
According to Ganiyu Olowu, a Lagos based brand expert, the partnership between Star Radler and Tiwa is a perfect match and it is already creating a lot of equity for the brand going by activity on the social media space. “With about 3million followers on twitter and close to 7million on Instagram, anything Tiwa posts about Star Radler on her social media platforms will naturally go viral. That is a lot of equity for the brand, because it gives Star Radler direct access to a ready audience,” he said.
He added that the extent to which the brand equity will grow afterward will be determined by the brand handlers and its consultants, who are responsible for creating strategies and programs that will leverage Tiwa’s popularity to the advantage of the brand. Olowu also hinted that if the partnership goes according to script, in a short while Star Radler will become one of the top selling brands in Nigeria.
Speaking on the unveil, Tiwa expressed her delight at becoming the first ever woman to be a brand ambassador for Star, “Star is a great brand and I’m thrilled to have joined the Star family. I’ve always loved the Radler brand and it’s an amazing opportunity to be the official face of the brand. The taste is quite exquisite! The Star brand is all about inspiring people to dream for bigger, greater things. Every Nigerian is somewhat aspirational, and this is a theme I try to imbibe in my music. I can’t wait for what the future holds with Star as I urge everyone to be on the lookout for us.”
Nigeria’s beer market is the second biggest in Africa and for several decades it has been dominated by Nigerian breweries Plc, which controls more than 60 percent market share. Its commanding lead is due to its ownership of well-established and popular local brands such as Star, which for many years has been Nigeria’s fastest selling larger beer brand.
Star has been able to sustain its leadership by an aggressive distribution network combined with a sales and marketing strategy that has achieved sustainable top-of-mind awareness and drive sales growth even at moments of economic uncertainties. In a quest to extend the frontier of the Star brand, Star created an extension; Star Radler, to cater for a new market segment.
Back in January, Burna Boy was announced as the first ever brand ambassador for Star Lager and the popstar’s unveiling was followed by a commercial which earned widespread acclaim. Now with Tiwa’s unveil, fans of the Afro-pop sensation will be eagerly anticipating the creative ways the brand intends to exploit this landmark relationship for its growth.
First brewed in Germany in 1922, Star Radler is a blend of Star Larger beer with lemon and Orange (orange and lemon). It is naturally brewed, containing two per cent (2%) of alcohol to give double refreshment, which makes it suitable for adults above 18 years, especially new drinkers, who care about taste and desire to moderate their alcohol intake.
One of the unique features of Star Radler is its attractive packaging, which brings to life the refreshing, thirst-quenching and tasteful benefits of the special beer. The distinctive but bold artistic design of the Star Radler bottle is accentuated by an eye-catching label design which portrays the special taste of the beer, and NB Plc’s tradition of excellence.
During the special event to unveil Tiwa, Star also unveiled its brand new football kit, accompanied with a sporting emblem. This kit will be worn by the Star football team, which will be made up of professional players like Austin Jay Jay Okocha and fans, in a novelty match on the 16th of April 2019.
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