“The Gulder brand is experiencing exponential growth year on year. Gulder Ultimate Search is still a platform for the Gulder brand. The impact of Gulder Ultimate Search continues to rise and the popularity continues to grow the brand equity.”
According to Agu, Gulder Ultimate Search has impacted the brand positively, noting that the show has contributed significantly to its bottom line. He noted:
“Whenever you talk to any beer drinking person in Nigeria and ask if the person knows Gulder, even if the individual cannot remember any other thing about the brand, he will recall Gulder Ultimate Search. The TV reality show has helped grow Gulder’s brand awareness. I can tell you that if the return on investment were not positive, we would not be able to sustain the programme. Nigerian Breweries Plc commits a lot of resources to the production of Gulder Ultimate Search and this is only possible because the brand is very profitable.”
The marketing msanager revealed that strong consumer yearning for the programme was one of the critical success factors of show, saying;
“We are hosting Gulder Ultimate Search this year because it is still relevant to the lives of our consumers. And that is why we will keep on producing the programme until we get a feedback from the consumers that Gulder Ultimate Search is no longer relevant to them.”
Earlier, the Corporate Affair Adviser of Nigerian Breweries Plc, who was represented by Edem Vindah, said Aguleri forest in Anambra State has been chosen to host the 11th season of Gulder Ultimate Search. Speaking on the programme’s broadcast, Mr. Vindah said that for 28 days, viewers would be entertained by the Nigerian adventure programme, adding that the daily highlights would “be aired on national, terrestrial and satellite TV stations.”
While the ultimate winner will go home with N10 million and a brand new SUV, the second, third and fourth placed winners will earn N3 million, N2.5 million and N1.5 million respectively. When evicted, the remaining contestants will win various sums, ranging from N1.45 million to N1 million. On why the brand opted for the Aguleri jungle instead of other locations in Anambra State, Agu said: “When we set out to explore possible locations for the project in Anambra State, we had three places in mind, the Ogbunike Cave, Owerre Ezukala waterfalls and Aguleri forest.
There were several factors that we took into consideration like looking for a terrain with a suitable ambience for the kind of search tasks, places that have natural habitats and also with the least human interference and so on. The Aguleri jungle satisfied these criteria.” Senior Brand Manager, Gulder, Onyeka Okoli, said this year’s season would be fun, exciting and suspense-filled, noting; “This year’s search would be innovative and suspense-filled. There are a lot of things that we are not revealing. We are keeping these secrets because we want you to really pay attention to this year’s edition. These secrets will be unravelled as the show progresses.”
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