A Brand’s Gospel of friendship for Peace, Good Rewards – Franco Maggi
Friendship is a virtue. It is a desirable bring about and enhance peace, tranquility, progress and economic well being of individuals and society.
No wonder the United Nations Organisation certified July 30, as a World’s Friendship Day (WFD). The import cannot be overemphasized considering the incessant breakout or avoidable wars, hostage taking and insurgences across the world. At the minuscule level, lack of friendship and its inherent results are definitely apparent in relationships. This ill definite has to be arrested.
On 27 April 2011 the General Assembly of the United Nations declared 30 July as official International Friendship Day. A number of countries have keyed into this tool to enhance global peace. However, its proper activation in Nigeria, did not take off until about three years ago.
The actualization of the concept and ideals of friendship on the brand and marketing level, is spear-headed in the country by “33” Export brand from the stable of the Nigerian Breweries Plc. The brand which symbolizes friendship in its rudiments, keyed into the day as its brand DNA resonates perfectly with the ideas of the UNO ignited global celebration.
According to Marketing Director, Nigerian Breweries Plc, Franco Maggi, although, the exercise was not widely recognized in Nigeria prior to 2016, his “33” Export brand Team has continued to publicize the day like no other (competition) and weaved the communications around these friendship principles.
Although other brands in recent times have adopted the same format, in 2017 the World Friendship Day was celebrated in a grand style with “our Friendship beer, “33”, led the onslaught. “Lovers of the brand will not forget in a hurry the 3-days event at Landmark Beach front that saw us parade the best of Nigerian Artistes to the delight of Consumers”.
From year to year, it’s been a case of “33” Export beating its own record. Addressing journalists on the plans for the event, the Marketing Director rationalizes “the “33” Export brand is dedicated to building friendship moments. We believe that Friendship should be celebrated every day”.
Therefore, all the brand’s activities are geared towards celebrating friendship. Few of the key events undertaken to which fit into the Marketing Director’s specification to engage consumers, media and the general populace include:
The City of Friends in Calabar and Lagos will hold on July 28th – 29th and August 3rd – 4th respectively. The Calabar venue for the event, Municipal Gardens was beehive of activities last weekend as it delievered the promised fun, and friendship rendezvous of high octane entertainment and more. Currently, consumers, friends and fans in Lagos are optimistic on the Lagos leg scheduled for Eagles’ Club Surulere.
Similarly, #PenDownForFriendship Competition is designed to excite and reward the press as part of the deal. It’s a call on Journalists and Bloggers to share their Friendship memories. Bountiful rewards await winners all for the sake of friendship.
“The works with the highest points will be rewarded with a training grant and other exciting prizes. More specifically, the publisher of the top 10 works will get Laptops each. The top 3 works (1st, 2nd and 3rd) from these 10 will also get N500k, N300k and N200k training grants respectively. All winners get free “33” Export Lager beer”, Mr. Maggi revealed.
The public is not exempted as #ThatOneFriend Competition another competition that runs concurrently will reward consumers who share their Friendship memories. These can be in pictures, text or videos; as long as they publish on their social media pages – Facebook, Twitter and Instagram, tagging the “33” Export brand.
This is a season of friendship, and your number 1 friendship beer, “33” Export is at the centre of it all declared the Marketing Director.
Apart from the City of Friends’ designed to enhance friendship interactions and dish out the goodies, the laudable concepts enables interactions, a reminiscence on the good old days, opportunities to share new ideas and enhance peaceful co-existence and love.
As consumers and fans enlarge their influence even among new friends in the “City of Friends” parties will also see top performances from some of Nigeria’s biggest artistes including 9ice, Kiss Daniel, Small Doctor, AlabiPasuma, Simi, Phyno, Harrysong, McGordons, McShakara.
As the ideals of friendship and the need for peace shouldn’t be restricted, Maggi urges consumer and Nigerians to celebrate friendship today and always!