By Emmanuel Udodinma
The makers of Wake up Energy drink, Eastern Distilleries and Food Industries has signed popular Nigerian musicians, Ojadili and Kola Boy as brand ambassadors for its Wake up energy drink.
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Speaking to Chairman of Krisoral Group, Igwe Dr Chris Chidume Oranu, stated that the endorsement deal is in line with what he has been preaching about patronising local talents for economic growth and development.
Speaking on the sidelines of the post launch of Wake up energy drink, he said the energy drink is a Nigerian made brand to express its confidence in the Nigerian market despite the harsh business terrain hindering manufacturing outfits across the country.
“The agreement we signed today is another pointer that all hope is not lost. If we believe in ourselves and specialise in our area of competence, we will be a much more better country than we are right now. One individual cannot take Nigeria out of doldrums, so it would require a collective effort.
“The wake up energy drink we have launched will go a long way to disrupt the dependence on imported energy drinks. It will also go a long way in saving the hard earned dollar used in importing various kinds of energy drinks into the country,” he said.
According to him, the brand is also eyeing the African Continental Free Trade Agreement (AfCFTA) market, adding after the launch of the brand in Nigeria, it will also be targeting other African countries with the product.
“We also have our eyes on AFCTA and we believe by the time we finish launching this product in Nigeria, we would be looking at African countries and we also believe most of these countries would like to patronise us because they will not need dollars to buy these goods from us,” he added.
Also speaking, the Brand and Talent Manager, Eastern Distilleries Industries and Food Industries Limited, George Faaye, noted that the wake up energy drink is very perfect for consumption and unique to the Nigeria and Africa climate.
Faaye pointed out that the driving force behind the wake up brand is its smoothness and that it has no caffeine, stressing that the energy drink is a quick energy booster with a low alcohol level of 15 per cent.
“Since March after the launch, we have been getting good reviews and that is why we are taking it further by signing these artists. The choice of the brand ambassadors represent what is good about the Nigerian story, saying that their songs and videos tell the Nigerian story.
“We want to take a major share of the market in Nigeria and other African countries, and we believe this partnership would bring that dream to reality,” he said.
The Manager to the artists, Bernard Okoma noted that he is a strong believer of the wake up energy drink brand, adding that the brand is an opportunity to promote the Nigerian brand to the rest of the world.
“I am one person that believes in Nigerian brands and I am quite impressed that everything was done here locally. The wake up brand is a good opportunity for us to help promote the patronage of made in Nigeria goods. We are here to change the narrative, and to move wake up from the level it is today to something greater using artistes who are more of a youthful class.
“We believe the youths are vibrant and are heavy consumer of this high quality brand. When you take wake up energy drink you feel relaxed and I will advise Nigerians to take wake up energy drink at all times,” he said.
On his part, one of the Brand Ambassadors, Ikeh Williams Ifeanyichukwu, also known as Ojadili, said the time is now for everyone to wake up and work together to rebuild our continent, especially the youths.
I love the brand and I believe it is a new brand that will take us to places.
Ojadili said, “When you wake up, take wake up energy drink, at work, take wake up energy drink, at home take wake up energy drink, on the move, take wake up energy drink, in celebrations, take wake up energy drink and I will say if you want to stay alert, take wake up energy drink.”
In his submission, the second brand ambassador, Nwodo Chinonso Victor also known as Kola boy, said the Wake up brand is a significant and peculiar brand, adding that it is the first of its kind to be introduced into the market.
“There is something I really like about this campaign, which is introducing the name ‘Wake Up’. It is a call to positive awareness which has so much significance on us that everyone should wake up mentally and be productive. It is a product used in passing a sensitive message to the public and a general call to everyone in Africa. The brand has a lot to offer.
“This is a product I want everyone to associate with. I have tasted it and I have fallen in love with the brand and once you taste it, you will feel the energy inside of you. The campaign also helps create mental awareness about positivity. Wake up to your responsibilities,”he stressed.
Recall that Eastern Distilleries and Food Industries is a subsidiary of Krisoral Group of Companies.
