What an Anti-Climax at the Maltina Dance-All 6 Finals!
The Maltina brand name and equity may not be as strong as consumers are made to believe after-all. This point was obviously made clear at the finals and prize presentations to winners of the just concluded Maltina Dance-All Season 6 at the Eko Hotel, Victoria Island,Lagos on Saturday.
The event which has witnessed encouraging media leveraging, enjoyed rave reviews across media and also generated enviable word-of-mouth discussions around the brand was suddenly brought to it’s all time low at what was supposed to be the very peak of the six years old event.
It was an anti-climax for the well packaged event when the Lagos State Deputy Governor, Ajoke Orelope-Adefulire was called upon to present the dummy cheque of the N6Million Star Prize to the victorious Green’s Family who emerged as the crowned winners of the highly entertaining family dance reality T.V show – Maltina Dance All Season six.
Though, given a piece of paper to read from, for whatever reason, the Deputy Governor instead of announcing the Maltina Dance-All 6 said “Malta Guinness…”, not only once but twice on national tv in the full glare of the world! Before she could recover, all hell was let loose and the audience booed and jeered at the brand, its managers and …. Hope the competition did not watch or see this aspect of the show!
What a miss and money down the drain? What a way to end such a great event too? Other questions that come to mind include: How did the Brand Manager and other managers of the business come about the choice of the Her Excellency? Were there previous interactions where she was given the opportunity to “romance” and familiarize herself with the brand? The event made it obvious that the star guest is a loyal fan and indeed prefers the competition rather than the make-believe world they want her to live for a few minutes.
This has proved a great error and a disservice to the brand. This was apparent on the blank faces of key custodians of the Nigerian Breweries’ brand at the event led by Nocolaas Vervelde and Walter Drenth, MD/CEO and Marketing Director respectively.
With this unsavory development, the Guinness team should be thinking of a follow-up campaign to latch on this “manna” of an opportunity.
Take-out: Brand Managers and agencies need to run background checks on and educate guests meant to play key roles at critical activation points especially on national TV so as not to give undue advantage to arch-rivals.