Emergence of New Look Gulder
The 21-day frantic search embarked upon by six men and four women with guts of steel and razor-sharp minds for the Ultimate Treasure embedded on Snake Island recently culminated in the discovery of new-look Gulder. Tunmise Adekunle examines the entire process of re-branding Gulder
Gulder, the brand that is popularly known by teeming loyalists as The Ultimate, now wears a new look .
The new look Gulder, which has gold metalised neck and body labels, was discovered when Ezugo Egwuagu, the last man standing during the Search, opened the treasure box he found on the Snake Island. He had remained the last man standing during the just concluded Gulder Ultimate Search Reality TV Show broadcast on five local TV stations and on one DSTV channel, through his discovery of the Treasure.
What is the essence of the re-branded Gulder? The Nigerian Breweries Plc., Marketing Director, Mr. Dan Esiekpe, said the deep consumer insight to satisfying Nigerians led to the introduction of the new look Gulder with the new label. The gold, according to him depicts royalty, internationality, and the Ultimateness of stronger flavoured Gulder, while the new band represents vitality. The celebration of this new discovery, Mr. Esiekpe said, was driven by two key words: serendipity and syncopation. Serendipity, because what you expect is not what you expect, and syncopation, because the celebration is about the rediscovery of the discovery.
The Managing Director and Chief Executive Officer of Nigerian Breweries Plc, Eze Festus Odimegwu, in his speech, averred that his company, through its well-sought after brands have always striven to delight consumers by delivering world class quality and numerous social responsibility ventures, example of which is the Ultimate Search. "Gulder is a brand that is the epitome of Drive, Strength, Youth, Ambition, and Success. Gulder is the beer for man or woman that exhibits the mental and physical capacity to go the extra mile to achieve success. All these values were clearly demonstrated by the brave men and women that took part in Ultimate Search," Mr. Odimegwu explained.
Looking at the fanfare and uniqueness around the reality TV Ultimate Search, Could it be said that brand essence of Gulder which is about being ultimate was achieved?
The philosophy behind, coupled with the execution of The Ultimate Search must have explained the brand essence of Gulder.
The venue which was the Sea School (Citizenship & Leadership Training Center), where their endurance, courage and confidence levels were put to test on the Snake Island.
The contestants were helped to overcome fear and to discover their potentials. The rigorous preliminary screening exercises were intended to readjust the state of minds of the contestants, so that they could have the sound body that could contain a sound mind. Right from the onset, it is only the physically and mentally alert and the strong that was expected to emerge as the Ultimate man. Ezugo, the Ultimate Man proved through his participation and contributions in the various tasks and quests set before them that it takes beyond being just physically strong, he must also be mentally alert and brave alert to become the Ultimate man. As witnessed during the unveiling ceremonies, it was the ultimate by the brand managers of Gulder to have increased the consolatory reward for the three runner-ups during the programme, Julian Nnadi, Uche Odikanwa, and Sandra Salami, from N250,000 to N400,000 and the award of scholarships for the three Searchers who are still in school. The Presenter of the programme, Chidi Mokeme also got additional N500,000 for a job well done and for properly projecting Gulder's image during the programme.
That out of the over 10,000 entries that was received only 10 made the home stretch talks of ruggedness and indefatigability, other brand attributes of Gulder.
That all these were done to prove a point makes it extremely unique of brand Gulder.
History of Gulder since inception in 1970 affirms that the depicted essence of the Ultimate Search is a vital brand property of Gulder.
Gulder, which used to bear the title of "the ultimate in beer" had cleverly in the mid-1990s gradually shifted to the slogan of "the ultimate." Many people did not recognise the slight change; even some who did, did not understand the reason for the change. But those who know, knew that Gulder wanted to brook no rivalry in its claim of being the ultimate. So it did not just want to be known as the ultimate in beer; it wanted to be known as the ultimate in everything. That is why the brand has ultimately investing in sports, games, entertainment, among others.
Last year, the Gulder Search advertising campaign gulped 1.3 million pounds and it's still talk of town for its abstract, but intelligent capture of timeless quality of the brand in a classical epic style. The brand managers went for the ultimate to shoot the commercial in Spain, aboard the boat used by Christopher Columbus when he discovered America some centuries ago.
The N150 million Ultimate Search will equally remain historic. It has a well taught out publicity campaign that ran heavily in radio, television and print . The broadcast pattern goes beyond the Nigerian audience to other African countries through the Nigerian Television Authority (NTA). Like an innovation of the popular Big Brother Africa show, the show was watched throughout the 21 days on the internet and the Discovery Channel on DSTV where two persons were evicted every week.
Another thing worthy of note was the production and directing of the entire show which Leon Orsmond, executive creative director, Insight\Grey said will involve both Nigeria's and South Africa's leading producers and directors. As stated by the Insight \Grey man, one of the South African directors happened to be one of the directors of the Big Brother Africa. These obviously depict prestige of an international brand that brand Gulder has been come to achieve for over the years.
Introduced in 1970 after the civil war , the Gulder brand has been consistent in marketing communications latching on its unique taste and special appeals. As a consumer- driven brand, its marketing communications campaigns have continuously celebrated heroism, success, male competence and vitality.
On the advertising scene, since the 70's Gulder has advertised with tag-lines like 'Gulder Deeply Fermented for Special Man'. 'Stronger Flavour, Just Right For You'. 'Gulder Makes You Feel Real Fine' The latest being the much celebrated 'The Search For Golden Fleece'. It has all about being positioned as a brand for uniqueness, success and Strength.
How else can a brand prove its brand essence by dissipating all its energy and resources to pass to its loyal customers what it stands for? Events of the last 34 years of Gulder in Nigeria say it all, that there is no other way to define Gulder as the Ultimate.
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