4 Evicted, 16 Head to Jungle as New Gulder Unveils, Can Revamp GUS Rescue Brand from Marketing Jungle?
The final 20 contestants for the Gulder Ultimate Search 12 season faced their first baptism of fire of the unexpected amidst palpitations as the new “improved” and repackaged iconic new Gulder brand was unveiled at the Convention Centre of the Eko Hotel, Victoria yesternight in Lagos.
Unveiling the relaunched Gulder, Martin Kochl, a director with the foremost brewer, said the event is a celebration of Nigeria Breweries’ most iconic brand, Gulder which he describes as a “Craft beer, elevated to the next level of satisfaction to consumers”.
The new Gulder brandishes a new identity design especially on the neck and body labels, highlighting the mature but youthful and lively characters of the brand.
Just as the iconic beer brand unveiled to the delight of consumers and prospects, Kochl urged the new GUS 12 contestants to “discover a new purpose” as they go into the jungle to contest for the enviable prize worth N50million.
To have a foretaste of what lies ahead in the jungle in the edition tagged “Age of Craftmanship” the 20 finalists from 3 regional final auditions were reduced to 16 under the full glare of the capacity-filled audience and globally alert audience participating through live streaming.
The GUS reality show which has been on hiatus for 7 years featured the last edition in 2014, however, in her welcome address, Shade Morgan, Corporate Affairs Director and member of its executive committee, Nigerian Breweries Plc, revealed that consumers and Nigerians, in general, have been clamouring for its return.
Hence, the rationale for the GUS comeback, which promises to bring more of the excitement and suspense that have always been associated with the leading and most relished reality show in the country and also provide the anticipated relief to the brand, with regards to moving stocks.
The new Gulder is portrayed as a “Craft Beer”, to reveal some internal makeover. According to Kochl, Master Brewer achieved this “laudable” result having made his selections from the best materials and inputs. Therefore, “Craft Beer” is in tandem with the theme for the GUS 12 reality show, “Age of Craftmanship”.
In line with this, Bob Manuel-Udokwu, host of the show for 5 editions and the season 4 edition winner, Dominic Modabai advised the new contestants to be creative, alerts, and give attention to every detail in their efforts at clinching the “more enhanced coveted prize” package of N50million.
Displaying a strategic fit between the relaunched iconic beer brand and GUS revitalised reality show, a new tagline, “Every Taste, An Adventure” is introduced to complement both defining developments to enthrall the consumers and lovers of the show.
Emmanuel Oriakhi, Marketing Director, Nigerian Breweries Plc had earlier announced the partnership between the GUS reality show and Multichoice Nigeria, owners of the DStv and Gotv. “Nigerian Breweries and MultiChoice Nigeria are iconic brands that celebrate the youthful, resilient spirit of Nigerians. Gulder Ultimate Search, GUS has been the most anticipated survival reality TV show on the continent, and so we’re very excited that Season 12 of this great show will be airing on DStv and GOtv.”, the Marketing Director said.
This translates that GUS 12 will air on Africa Magic Showcase (DStv channel 151), Africa Magic Urban (DStv channel 153) and Africa Magic Family (DStv channel 154 & GOtv channel 2) on Saturdays and Sundays from 8 pm till 9 pm. There will also be weekly episode recaps and special commentary editions on Thursdays.
The GUS is reputed to have discovered several talents who became stars in Nigeria’s entertainment industry. Some of the past winners – Kunle Remi (winner of the 2010 edition), Dennis Okike (Season 8) and Chris Okagbue (Season 10) have gone on to build successful careers in Nollywood and other careers.
Enormous good works and detailed plans no doubt, custodians of the brand have taken this bold step based on consumers’ insights as claimed. The roaring welcome witnessed so far suggests the consumers and the general public are fascinated by the reintroduction of the massive-budget GUS reality show’s captivating package, detailed concept-to-finish show, however, it is hoped that the economic returns to the leading brewer will justify the rethink and investments.
This observable caution is fueled by the findings that the brand’s gloomy economic dashboard, (pre-2014) was in part, one of the issues that led to resting the hugely popular but very expensive reality show compared to its economic ROI to the brand, hence prompting the hard decision to rest the show in 2014.
As all known ethical business principles demand, it is hoped that the baseline upon which the 2014 decision is upturned would definitely have changed for the better, with the brand’s consumers and lovers of the reality should willing more than ever before, to put their money where their mouth is. Only this shift, can confirm GUS comeback isn’t a mere trip in ego “trumping”. Yes, only, time and the financial dashboard, will tell. In the meantime, kudos to the Gulder brand team.
Gulder was first launched into the Nigerian market in 1970 as a unique beer in the brown bottle. In 1987, it was repositioned as a premium lager and became the market leader. The brand pride itself as ‘The Ultimate’ premium lager in Nigeria – “A leader, inspiring leadership. A pioneer, compelling Nigerians to chase their passions and realize their ambitions”, the new phase unveiled yesterday, the Craft Beer, further underscores “The Ultimate positioning”.
“The Ultimate” can only be wished a new phase of relief in the face of searing competition.