La Casera, one of the nation’s leading CSD brands commenced business in the Nigerian market 10 years ago, purely on the street without formal advertising and strategic marketing campaigns. A decade down the line, it has become formidable with impressive marketing exploits having wrestled a sizeable market share from the competition.
Lately, there has been a strategic redirection by the brand owners. The brand is revving up its marketing by engaging in more structured and strategic marketing to consolidate and further harness opportunities in the market. In line with this, the La Casera Company Limited has commenced activities to excite its ever growing consumers and brand loyalists with a two month-long “thrill trail” an experiential activation designed to further delight the its ever growing consumers.
At the flag off ceremony for the activation which held on Sunday February 5, 2012 at the popular Bar Beach, Victoria Island, Lagos, the Chief Operating Officer of the company, Mr. Prahlad Gangardharan explained that that the thrill trail activation is to reinforce the launch of the new ‘Ice Feel’ bottle for La Casera and further endear the brand to its teeming consumers.
Prahlad noted that the activation is the first of its kind in Nigeria by any brand in the CSD category with two larger- than – life ‘Ice Feel’ Mobi bottles moving on a trail across 12 cities nationwide thrilling and exciting consumers. Apart from the take-off point in Lagos, the activation train will also touchdown in Ibadan, Ife, Ondo Town, Akure Owo, Ikare and Auchi. Others include Benin, Calabar, PortHarcout and Enugu.
He explained that the thrill trail activation is the next phase of the year long 10th year Anniversary celebrations for the brand which started last November with the launch of the new bottle and the change of company’s name and logo.
Speaking further, the Chief Operating Officer described the 12 cities thrill trail activation sampling for La Casera as a way of giving back to the consumers for their support and patronage of the brand for the past 10 years of its existence in Nigeria.
He restated that The La Casera Company Limited has the biggest and best PET production line in Africa and the brand is better positioned more than ever before to offer quality products and packaging to its numerous consumers and stakeholders
Also speaking on the activation, the General Manager CBTI, Mr. Dave van Rensburg revealed that the activation is unique with the innovation of the Mobi bottles which are shaped like the new La Casera ‘Ice Feel’ bottle. “We are creating excitement amongst the consumers in the CSD market and also our innovative ideas would place La Casera in the forefront of the CSD sector in the country and with the campaigns to come, we would cement our position as No. 1 in the market” He enthused, though, the claim to the No. 1 position is contestable in a market where Coca-cola thrives. Suffice to say that the La Casera brand has recorded an impressive outing over the last decade. {jcomments on}
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