ADDRESS BY MR. FRANCO MARIA MAGGI, MARKETING DIRECTOR AT THE “33” EXPORT CITY OF FRIENDS PRESS CONFERENCE ON TUESDAY, JULY 10TH, 2018.
Good afternoon distinguished ladies and gentlemen of the Press, Colleagues and other Friends here present. It is with great pleasure that I welcome you to Nigerian Breweries Plc., the home of “33” Export Lager beer.
As with our other meetings that grant us the opportunity to share revolutionary accomplishments and deeds with you all, this particular occasion will not be different.
But firstly, permit me to give you some historical perspective about the brand that has brought us all here today.
As you already know, “33” Export lager beer is one of the high quality brands of Nigerian Breweries Plc. This quality story flows from its carefully selected ingredients to the strict brewing process, resulting in a well-balanced blend enjoyed across the country.
Let me remind us that this friendship brew can originally be traced to France and made its way into the Nigerian market in 1979, exactly 39 years ago. As at the launch and even till date, the brand is the only beer brand with a numeric name, sold nationally.
In 2013, the brand underwent a packaging upgrade when we moved from an industry bottle to a unique proprietary bottle. Since then, the brand has grown in leaps and bounds. It has won several awards and gotten well-deserved accolades from Nigerian Standards Organization for quality and more recently won the Advertising Practitioners Council of Nigeria (APCON) Award for digital excellence.
The “33” Export brand is dedicated to building friendship moments. We believe that Friendship should be celebrated every day. Hence, all our brand activities are geared towards celebrating friendship.
This understanding is in line with the United Nations friendship mantra. It is believed that “Our world face many challenges, crises and forces of division — such as poverty, violence, and human rights abuses — among many others — that undermine peace, security, development and social harmony among the world’s peoples. To confront those crises and challenges, their root causes must be addressed by promoting and defending a shared spirit of human solidarity that takes many forms — the simplest of which is friendship. Through friendship — by accumulating bonds of camaraderie and developing strong ties of trust — we can contribute to the fundamental shifts that are urgently needed to achieve lasting stability, weave a safety net that will protect us all, and generate passion for a better world where all are united for the greater good.”
To this end, the “33” Export brand, and more broadly Nigerian Breweries Plc. is poised to continually participate in activities that will unite us along these lines.
Also, July 30th of every year has also been set aside as the World Friendship Day (WFD). “33” Export celebrated WFD for the first time in Nigeria in 2016 with the World. Although, the exercise was not widely recognized in Nigeria then, the Team publicized the day like no other and weaved the communications around these friendship principles. Other brands in recent times have adopted the same format. 2017 was no different as we celebrated the event in a grand style with our Friendship beer. Lovers of the brand will not forget in a hurry the 3-days event at Landmark Beach front that saw us parade the best of Nigerian Artistes to the delight of Consumers.
Our plan is to surpass our own best efforts in 2018! Come July 30th, 2018, we will join the World again to celebrate friendship in a grand style. I say grand because this time we are taking the celebration to the grassroots.
Here are three (3) things to look forward to:
- City of Friends in Lagos and Calabar: We do not just want to celebrate friends on billboards and magazines, we want to create a city; an enclosed funfair, holy pilgrimage for friends where great memories can be shared. We want to entertain friends and ensure the bonds created cannot be broken. We want to be part of the beautiful memories as we take friendship to a whole new level.
The City of Friends in Calabar and Lagos will hold on July 28th — 29th and August 3rd — 4th respectively. The Calabar venue is Municipal Gardens while the Lagos venue is Eagles’ Club Surulere. Guess what?! Everybody is invited.
We will be displaying the brand’s top 33 games that friends can enjoy, with the opportunity for friends to win over five thousand (5,000) gift items. Your favourites Artistes will also be there with their friends and it promises to be all shades of fun!
- #PenDownForFriendship Competition: We understand that the Gentlemen of the Press are our best chance to get the news out there. We also understand that you all have great stories to share. The #PenDownForFriendship is a call on Journalists and Bloggers to share their Friendship memories. We also want you to publish such stories on your handles or on any other suitable platform. We don’t just want you to share other people’s stories, we want you to publish your stories. We have a Team of Judges that will review all the published works. The works with the highest points will be rewarded with a training grant and other exciting prizes. More specifically, the publisher of the top 10 works will get Laptops each. The top 3 works (1st, 2nd and 3rd) from these 10 will also get N500k, N300k and N200k training grants respectively. All winners get free “33” Export Lager beer. The competition is between July 11th and July 27th, 2018.
- #ThatOneFriend Competition: This last one is open to the public. It is a call to consumers to also share their Friendship memories. These can be in pictures, text or videos; as long as they publish on their social media pages — Facebook, Twitter and Instagram, tagging the “33” Export brand. Other specific information will be on each platform to ensure entries are valid. The Top 10 Winners with the most shared (and liked) posts will get high-end mobile phones and other exciting prizes at the venue in Lagos or Calabar. The competition is between July 11th and July 27th, 2018; very similar to the first one.
Gentlemen of the Press, we are in a friendship season and your number 1 friendship beer, “33” Export is at the centre of it all. We will publish participation instructions for both competition in the coming days and the entries will only be open for a specified period to ensure it is all tied to the World Friendship Day. So be on the alert! The City of Friends’ venues will also be opened from 2pm to ensure we have enough time to give out these goodies.
I am very excited about this year’s World Friendship Day and the City of Friends. I am even more excited that Nigeria is joining the rest of the world to celebrate unity with a Taste of our Brew that unites.
Let me specially thank you all for your time; for promoting “33” Export over the years and for sharing our Friendship stories. As partners in progress, I trust that you will also give the event the publicity it deserves.
It is with this great pleasure that I welcome you to this delightful season of friendship.
Have a pleasant evening and God bless you all!
MR. FRANCO MARIA MAGGI,