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How Legend Extra Stout Leveraged Entertainment Platforms To Grow Market Share

Legend Extra Stout has been on a roll in 2017, determined more than ever to live up to its name, and taking its real deal promise to its consumers; to offer them reliability, not just in the quality and richness of taste it is known for, but also in its entertainment value and preservation of culture, thereby inscribing its name in the sacred books of relevance.

It is not enough to have a brand name with a handful of committed customers. The goal of the brand is to position itself in the right places to be seen and connected to, interact with its target consumers and penetrate the market till it becomes a household name. This has been the mission of the unique bitter-tasting premium stout, more so in the last one year.

It began with this year’s edition of the Real Deal Experience tour across cities in Nigeria. Kicking off in Nnewi in February, the Real Deal Experience headlined by popular award winning dancehall singer and Dem Mama Crooner, Timaya, who also was at the concert in Enugu in April, to thrill his teeming fans in the state.

Uyo was up next and the Deltan singer, Orezi, was the headliner, armed with street hits like Shuperu and Shoki entertained screaming fans. The city of Port Harcourt got a double dose of entertainment with Duncan Mighty and Harrysong, two artistes with high acclaim in the Garden city. Aba saw Harrysong and Orezi grace its stages in May, and the feedback of maximum entertainment was one the residents of the town could not stop gushing about after the show.  

In Abuja, Mr. Incredible himself was on stage and on fire with his rap hits to the delight of his fans and followers in the nation’s capital. Lagos saw street credible artistes 9ice and Small Doctor at its Real Deal Experience, which doubled as Nigeria’s Independence Day. The concert was agog with Gongo Aso and Penalty melodies that rented the air in solidarity of Naija’s originality and spiritedness.


The concert which lasted all year round came to a close in November with the Abakiliki concert whose main feature was former Five Star Music singer, Harrysong who threw the audience into exciting hysterics with his hit songs ‘Reggae Blues’, ‘Baba for the girls’ and ‘Samankwe’, and set the stage on lyrical fire in a fitting finale.  

Legend, a brand popular for not only bringing the best in the business, but also bringing them based on their fan base in the city, gave thousands of consumers nationwide a night of fun and relaxation amidst gyrating dance steps to their favorite celebrity performances and refreshing drinks.

Not only did the attendants leave with loaded entertainment accounts, many also went away with fatter bank accounts as lucky participants won cash prizes worth up to fifty thousand naira, as well as refrigerators, generators and flat-screen television sets, among other prizes.

This year’s events also introduced the segment known as “Legend meets Legend” which is Legend Extra Stout’s way of honoring high-achieving indigenes of the cities and towns visited, and conferring on them the title of ‘Legend.’ Renowned afro beat singer, Femi Kuti, was one of the recipients of this honor.

But Legend Extra Stout wasn’t going to stop at the musical tours alone. In a bid to continue to focus on its consumers and solidify its strong ties with them, the brand also sponsored popular reality television show, Big Brother Naija ‘See Gobbe’, which held between January and April 2017 and was eventually won by Efe Ejeba fondly hailed by fans as ‘Warri!,’ making him 25 million naira and an SUV richer.

Remember the Saturday Night parties the housemates couldn’t get enough of, the ones characterized by lots of dancing, drinking and afterwards a truth-or-dare game that had viewers glued to their screens in anticipation? Legend Extra Stout made that happen as skilled celebrity DJs were invited to play song after song till viewers could no longer keep sitting on their couches and stood up to join the party and strut their stuff in the comfort of their living rooms. I know I did.

Legend Extra Stout backed these parties and other after-show events, with tasks in the house including hosting newly evicted housemates at the Nigerian Breweries headquarters in Iganmu, and eviction parties for evicted housemates on return to Lagos. This helped the brand to once again live up to its name and put smiles on faces all over the continent.

And then there was Felabration, the annual festival to celebrate and honor the legacy of the late King of Afrobeats, Fela Anikulapo Kuti, held in Lagos this year in October at the New Africa Shrine, Ikeja. Legend Extra Stout joined millions of Nigerians in the weeklong musical event as the sponsoring stout brand, bringing its realness and uniqueness to the celebration.

The festival, which brings thousands of loyal followers and admirers of the late icon from all over, and has been named one of the Fest300 best festivals in the world, saw great musical performances, talks, dance competitions, school debates, art exhibitions and the premium taste of the Legend Extra Stout.

According to the Brand Manager, Oluseun Lawal, Legend as a brand thrives on excellence and delivering real value to not just consumers, but Nigerians in every city. It strives to reach its consumers through invigorating platforms and has successfully achieved this aim in 2017 with these three core platforms.

Looking at how well positioned the brand has been and how much ground it has covered this year, it is no surprise that it is known as ‘Nigeria’s fastest growing stout brand’ and it is only natural to expect bigger and better achievements in the coming year, one of renewed commitment from existing customers, and discovery for potential ones.

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