ENTERTAINMENT
Amstel Malta Flags Off ‘Why Add More’ Campaign.
Amstel Malta, one of the leading malt brands from the stable of Nigerian Breweries Plc (the foremost brewing company), recently launched a new credential campaign tagged Why Add More.
The Campaign which is currently storming the airwaves and billboards across the country was introduced to re-inforce the brand’s positioning as the Premium Malt Drink, with an Original Formulation that contains Less Sugar and is enriched with essential vitamins and minerals.
The campaign leverages relatable metaphors and humor to portray the idea that adding more unnecessarily, could spoil the balance.
The TV commercial shows a wedding reception scenario, where the best man gives an eloquent speech which should have ended with a toast to the bride and groom but instead decides to add more, unnecessary entertainment, which did not go well with the celebrants and guests.
In referencing the campaign, The Portfolio Manager – Non Alcoholic Drinks, Nigerian Breweries, Mr.Olayinka Bakare said “The Why Add More campaign, touches on a fundamental truth about our esteemed consumers and the Amstel Malta Brand. The campaign is truly world class and will further re-enforce Amstel Malta’s place as the Premium Malt Drink, with an Original formulation that contains Less Sugar and is enriched with vitamins and minerals” he stated.
Through this campaign, Amstel Malta educates consumers on the delicate balance of its original malt formulation, which contains less sugarbut with all the full taste theycan enjoy. It also strengthens the brand’s positioning,of “Being the Best One Can Be”, in unique and truly distinctive way.
Analyzing the campaign message, as it relates to everyday fashion, Ruth Osime, Editor, ThisDay Style expressed the importance of building internal confidence rather than placing too much emphasis on the outlook.
Osime said: “Your inner confidence is a reflection of how you look outside. You do not have to wear large overbearing accessories before you can tell your fashion story. It is important you stay happy inside you.”
Ngozi Princewill-Utchay, CEO, Artelier Lifestyle Consultants, advised against over-indulgence or excessive eating. She opined that “our body knows when we have had enough…but many people do abuse their bodies by over-indulging.” In her concluding note, she emphasized that less is indeed more and there is no need adding more unnecessarily.
According to Mr. Chidike Oluaoha, the Senior Brand Manager – Amstel Malta: “The Why Add More campaign re-enforces the less sugar positioning of Amstel Malta compared to other mainstream malt brands, whilst emphasizing the importanceof not adding more unnecessarily. Knowing the right balance is a vital fact of life as is the case in fashion, style, wedding, sports, etc.” he said.
Kufre Ekanem, Corporate Affairs Adviser pointed out that the target of the new Amstel Malta Why Add More campaign is to inspire consumers towards enhancing their overall wellbeing.
BIG STORY
Governor Abdulrazaq Commits To Hosting 2025 BON Awards, Makes History As First To Host Consecutive Editions [PHOTOS]
Governor Abdulrahman Abdulrazaq has announced his agreement to host the 2025 edition of the Best of Nollywood (BON) Awards in Ilorin, making him the first Governor in the event’s history to host it for two consecutive years. The Governor expressed his admiration for the 16th BON Awards, praising the event’s vibrant atmosphere and the engaging after-party that showcased the rich cultural and creative potential of Kwara State.
Held at the state-of-the-art Sugar Factory Film Studio in Ilorin, the BON Awards brought together top talents and stakeholders from Nigeria’s movie industry. Governor Abdulrazaq, who personally presented the Lifetime Achievement Award to Nollywood icon Kanayo O. Kanayo, commended the organizers for their professionalism and the remarkable success of the event.
“The BON Awards have shown the immense possibilities of Ilorin as a center for creativity and entertainment. I was thrilled by the energy, talent, and warmth that defined this year’s edition. The after-party further reinforced our vision of Kwara as a hub for the creative economy, tourism, and hospitality,” the Governor said.
Governor Abdulrazaq emphasized his desire for Ilorin to become the permanent venue for the BON Awards, citing the city’s unique blend of modern infrastructure, serene environment, and rich cultural heritage.
“I would be honored to host next year’s edition of the BON Awards and beyond. Ilorin is ready to offer unmatched facilities and an enabling atmosphere to support events of this magnitude. With landmark projects like the Sugar Factory Film Studio, Visual Arts Centre, and remodeled Kwara Hotel, we are poised to set a new standard for hosting creative events,” he added.
The Governor extended his appreciation to the Nollywood stars and stakeholders for their significant contributions to the Nigerian creative industry and their warm embrace of Kwara as a destination for film and entertainment.
“We invite the creative community to consider Kwara not just for future productions but also as a home for their endeavors. Together, we can build a creative hub that reflects our shared aspirations for excellence and innovation,” he concluded.
The 16th BON Awards, which featured celebrated actors such as Femi Adebayo, Mercy Aigbe, Toyin Abraham, and many others, was a resounding success, with winners and attendees alike applauding the state’s infrastructure and hospitality.
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