The brand is however set to capitalise on the success of the first edition, held in 2012. Just like the inaugural edition, thousands of lucky consumers will be rewarded via a Lucky-Bottle-Top-Offer. To win, consumers will simply buy a 60cl 0r 33 cl bottle of Legend Extra Stout, look under the crown cork and win whatever prize found printed under the crown cork.
Prizes under this category include 32 inch TV sets which would be won by 350 consumers, 720 units of 130 litre refrigerators and 720 BlackBerry Bold 6 handsets. Other prizes include airtime of various denominations, umbrellas, T-shirts, face caps and free drinks.
Legend Extra Stout is however taking consumer reward a notch higher by sponsoring 25 lucky consumers to Dubai, in the United Arab Emirates, for what the brand has termed the shopping experience of a lifetime. The brand has chosen to describe the 25 lucky consumers as ‘Legends’.
Mr. Walter Drenth, Marketing Director of Nigerian Breweries Plc. shed more light on this at a special media parley held at the Bheerhugz Café, Ikeja Shopping Mall, in Lagos. He said Legend Extra Stout will be taking “25 lucky ‘Legends’ to Dubai in the United Arab Emirates, on an all-expenses-paid trip. And all that these 25 lucky ‘Legends’ will be doing in Dubai is to shop!”
He spoke further: “The catch is that these ‘Legends’ have to race through selected shops in Dubai and they have one minute to race through the stores and pick items, up to a maximum of N1 million in value.”
To emerge in this category, consumers have to look out for a numeric code under their Legend Extra Stout crown corks. They will then text this number to 30380 at the cost of N10 only. Electronic draws will be held in Lagos and Port-Harcourt to pick winners in a transparent manner.
Mr.Drenth urged the brand’s consumers to participate in the Legend Real Deal National Consumer Promotion. He said: “As we can all see, it’s the Legend Extra Stout season of rewarding numerous customers for their patronage. We urge loyal consumers of Legend to participate in this consumer promotion for the opportunity of winning great prizes.”
Mr Emmanuel Agu, Marketing Manager, Legend, Gulder and Life, also of Nigerian Breweries Plc, promised that the consumers will be taken on a tour of interesting places in Dubai, during their stay. He also added that the items picked by the lucky consumers during their Dubai shopping spree experience would be delivered to their residential addresses in Nigeria.
Mr Agu used the opportunity of the media parley to assert that Legend Extra Stout is Nigeria’s fastest growing stout brand.
He said: “While the volumes are there to ascertain this claim, you can also do a simple test. Simply go to any restaurant, bar or locations where alcohol, especially stout brands are served. You will find that Legend Extra Stout constitutes a very significant percentage.”
This corroborated the earlier assertion by Mr.Drenth in his speech. The Marketing Director earlier stated: “For more than 20 years, its unique taste has endeared it to the heart (and mouths) of consumers. And the end result? Consistent year-on-year growth; an expansion in share of stout market; increased Top of Mind Awareness among the brand’s target audience, amongst several other positive indices.As you all recall, Legend Extra Stout won the Gold Quality Award at the 51st Monde Award ceremony held in Athens, Greece, last year.”
The 2013 edition of the Legend Real Deal Promo which will formally commence on Wednesday, May 1, will end on Sunday, June 30.