18th December, 2012
Laurels particularly from an independent and credible source have a way of impacting a brand and this much can be said about Legend Extra Stout which won Gold in 2012 Monde Selection in Greece recently.
This rising equity of Legend in terms of share of voice and volume sales were confirmed at the conclusion of the Legend Real Deal Night, a platform Legend initiated to fete and connect with its teeming consumers.
Speaking on the significant of the award to the brand, Senior Brand Manager, Legend Stout, Funso Ayeni said: “Of what significant? I will say it is about credibility, you promise and you deliver. People of my time do not really believe in other stouts but because a stout has emerged to tell them I am a Nigerian, I have been living with you for 20 years, yet you don’t believe in me, and an international institute is telling you to come and witness what we have seen and that is exactly what you are seeing. I also juxtapose the credibility Legend has over other stout brands in Nigeria and that is why I will tell you that in terms of image perception, we are on the increase.”
On the connection between the award and the Legend real deal night, Ayeni said: “You don’t celebrate failure, you celebrate success. Legend is successful today because three stouts within Nigeria enter for this award and we won gold and others won silver. I can tell you that between September that we got the award and now we have increased our volume. How else would I explain the increase? How else would I explain the improved image perception? When we are talking about consumers then talk about the impact of the volume and that is what I am telling you tonight that we have significantly increased not only in our footprint but also in the way people see the Legend.”
Sticking to its tradition of always rewarding consumers, the “Real Deal Nite” saw several consumers cart home wonderful prizes ranging from free trays of Legend extra stout, Blackberry mobile devices, power generating sets, flat screen TVs and much more via a raffle draw.
A lucky winner at the event, Mr. Oduola Oluwashina, who came from Ibadan to witness the event, won a 32” flat screen TV set. He described the event as mind blowing. “To be honest with you, Legend stout is my favorite drink. I have stuck to the brand for years because of its rich and smooth taste. I’m so happy to win this TV set. It is indeed a big reward for me considering my love for the brand,” he said.
During the year, the “Real Deal Nite” platform, provided consumers a much needed opportunity to interact and feel the uniqueness and spirit of the Legend brand. The “Real Deal Nite” event started in March 2011.