Having broken the monopolistic stranglehold jointly held by Coca-Cola and Pepsi, disrupted the space by being the first to introduce soft drink in PET bottle in Nigeria and the first to democratize chapman with the introduction of Smoov in the carbonated soft drink market in Nigeria, the LaCasera company does not look like it is ready to slow down as it has introduced BOLD carbonated soft drink brand with four variants –Bitter Lemon, Orange, Tropical and Ginger flavor.
The company unveiled the four variants of the Bold CSD brand over the weekend at the prestigious Eko Hotels and Suites when it hosted its partners from all across the country. The new offers are in addition to its existing products such as La Casera Apple drink, Smoov Chapman and Nirvana water.
The company also signed Kanu Nwankwo, the delightful and bold Nigerian former professional footballer who through his boldness won laurels in his football career as its brand ambassador to promote the Bold drinks.
Speaking at the event, the managing director of the company, Chinedum Okereke told the trade partners that the new drink was out of research on what the consumers need. “The innovation is to bring excitement to our portfolio of brands to satisfy the consumer.”
He acknowledged that the company went through tough time in the last three years, but commended the dealers for staying and encouraging the company. “We are therefore interested in you because you are interested in us”. He appealed to the dealers to join hands with the company to grow it. “Join us today as we hold hands together for the next level”, he said.
Also speaking on the new product, the marketing director, Emma Agu said the company ventures into new territories. He said the company doesn’t just introduce products, but it builds products around the experiences of the consumer.
The company rewarded over 500 of its dealers in categories with various amounts ranging from N100,000 each to N5m. For instance about 300 trade partners got N100,000 each; about 200 dealers were rewarded with N250,000 each while over 50 trade partners got N400,000 each and another set of about 50 dealers got N500,000 each.
For the bigger awards, the company announced Fasaq Fortune as winner of N4.8 m; Son Emmanuel got N4.5 m. other awardees include Sufaye who got N3.6 m; CIF Nigeria Limited N3; Ayi Global N2.4 m. other winners emerged from all the regions.