Capri-Sonne 'Choose Ur Fun' Promo Gulps N200m
A total of 200 million naira is being spent on the on-going 'Choose ur Fun' promotion campaign for Capri-Sonne, one of the flagship brands from the stable of CHI Limited
The campaign which the management of Chi Limited says was launched after an extensive research amongst hundreds of children in Nigeria from all walks of life will run through the month of July, to the end of August, 2004 .
Explaining the how the company arrived at its choice of gift items at the media presentation of the promotion held recently, the marketing director of Chi Limited, Mr. V.C Beri said normally children dreams are associated with owning of a small TV, personal music system, a Cycle among others. "To our utter surprise, from the research, it came out that children in the age group of 6-13 years dreaming to own a Mobile Phone with Camera, a Lap top, Refrigerator (in which they can stand by themselves), a music system so powerful as to blow the roof with its sound, a Video Cam Coder, a big screen TV. These are their dream possessions, though the children definitely show an inclination to possess 2-in-one Player, small Refrigerator, VD player, Wrist watches, Alarm Clock with calculator, branded T Shirt, Caps and lots more. That is whey we are giving away these prizes," he said.
Speaking further Mr. Beer said that there are six Star Prizes and four thousand two hundred and eighty eight other prizes, with the Star Prizes that will make a child dream comes true.
To make the campaign more realistic, attractive and children friendly, the company due to popular demand of the research sample has appointed the popular television personality, Mr. Abiodun Ayoyinka popularly known as Baba Ajasco as the Genie character. A genie is from Arabian Nights that fulfill the desires of his masters by making children happily fulfilled of their dreams
The 'Choose Ur Fun with Capri-Sonne' promotion is based on questionnaire in which at the introductory paragraphs, answers to the questions asked. There are five easy questions to be answered, followed by choosing one's dreams star prize.
CHI Limited has been producing Capri-Sonne in Nigeria since 1982 under the license from WILD, Heidelberg, Germany. A recent survey by WILD revealed that Capri -Sonne is the most favoured drink amongst children in the age group of 6-13 years, worldwide.
In Nigeria, Capri -Sonne which is sold in 200ml pouches, in five variants of Orange, Apple, Pineapple, Lemon and Strawberry, has become the generic name for all drinks sold in the traffic to the extent that any drink in Cans or Pouches are referred to as Capri-Sonne.
Chi limited is a subsidiary of Tropical General Investment (TGI) Limited, an Ireland based group. TGI is a diversified group with its central procurement services office in Germany and manufacturing operations in Nigeria, Benin and Ghana for the African continent.
The company as the Fast Moving Consumer Goods ( FMCG )arm and carries out manufacturing and marketing of products. The products range includes: Chivita brand of juices, Hollandia milk and Milk products, Rover, Mr. beans , chop One, chokobite, Beefie and of course Capri-Sonne, the recorded largest selling fruit drink in more than 100 countries world wide.
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