Brewed with Love – The Romantic Tale Of Nigerian Breweries And Its Consumers
Valentine’s Day is known all over the world as the famous day in which lovers celebrate their shared bond and romance. While most people will typically think of February 14 as the hallmark of holidays for couples, one of the sub-plots that has been brewing over the last few years has been the love relationship between brands and consumers which climaxes in the month of February.
Lovers all over the world celebrate Valentine’s Day in different ways. In the US for example, flowers, cards and candy, top the list of the most gifted items.
In Europe, on the other hand, there is a shift from buying material goods, as UK residents tend to give more personalized gifts, such as planning romantic getaways.
On February 12, 2018, just two days before Valentine’s Day, there were seven times more flowers sold than the previous year and 400% more flowers ordered on Valentine’s Day, 2018.
Valentine’s Day all over the world comes with a significant increase in spend just like every other holiday. According to data analyzed by the U.S. National Retail Foundation, Americans spent over $20.7 billion on Valentine’s Day in 2019, a 6% increase from the 2018 spend. Valentine’s Day 2020 spend is however estimated to reach about $22 billion, as consumers are expected to spend more.
Considering the average amount of money consumers spend on Valentine’s Day, records have it that European consumers seem to be more generous of all, topping the average spend with £112 on average for their significant other.
The second month of the year often brings with it a slew of activities with brands using it as an opportunity to get the attention of consumers and connect with them, while love and lust are, “top-of-mind”. However, in the midst of this marketing madness, some brands strike gold and create a synergy with consumers.
An example of a brand that has nailed it at Valentine’s Day marketing is multinational retail group, IKEA. Back in 2015, the brand came up with a video ad on Valentine’s Day where they interviewed many couples talking about how they make their relationships work.
In the video, IKEA connected with its consumers, taking them on a journey of three couples who have been together since the opening of IKEA’s first store in 1958. Regardless of consumers being die-hard romantics or not, the love shared by the couples was so real and was sure to have touched the sweet spot of many.
Another brand that has also excelled at Valentine’s Day marketing is retail and tech giant, Amazon. In a new video posted on the brand’s blog, Amazon tells heartwarming stories promoting how its associates across the globe have found their perfect partner while working in Amazon fulfilment centres, logistics facilities, and customer service centres.
These examples prove that the most effective way to connect with consumers on the day that celebrates love is by putting the focus on friends, family, and significant others.
In Nigeria, one company that goes all out to connect with its consumers is Nigerian Breweries; makers of your favourite beer brands. Nigerian Breweries are the pioneers of the beer industry we have all come to love. And with the slew of brands under its belt, comes some truly special campaigns.
A quick throwback to 2019 when “33” Export had its Valentine’s Day mingle. The event was part of the series of Connect Experiences which took place between February and June. The Valentine Mingle was, however, extra special, as Lagos North was treated to a unique night out, courtesy of the beer that prides itself in fostering and celebrating bonds.
The beer brand was not the only one getting cosy with its consumers as Legend Extra Stout also got in on the action. The famed Real Deal Experience powered by Legend had a special love-themed edition in Enugu which had in attendance thousands of consumers who gathered to enjoy their favourite stout.
With themes like happiness, love, and family becoming even more important with every passing Valentine’s Day celebration, brands like Fayrouz and Maltina don’t even have to break strides to connect with consumers as the brands are a natural fit.
For a conglomerate as big as Nigerian Breweries it would be super easy to rest and your laurels and ease up on connecting with your consumers. However, N.B. Plc., is like that unrelenting lover who is hell-bent on showering love, praise and resources on a significant other.
Hence, for brands, there is no better time than this season of love, to strengthen the connection with consumers. And for the consumers, February 14, is a day to take a step back and appreciate the people, places and products that have etched a special place in our hearts.
