TENSION:-
Dubic is the preferred drink by men in the Eastern region of Nigeria for the most part of the last 30 years
This was about to change as it was loosing market share to other local brands such as Hero and Life
OBJECTIVE
To position the brand as a celebration of the Igbo’s tradition to the young men in their 30s and who value tradition and want to be celebrated in the right way
SOLUTION
Leverage new pack’s Igbo symbolism and brand story as well as veteran Igbo icon “Pete Edochie” as means of recruiting Igbo lager drinkers and expanding distribution footprint in core Eastern states.
RESULTS
Consumer And Trade Launches Done In Key Eastern Cities:
- ABA
- ONITSHA
- ENUGU
- IMO
