There are a handful of brands that are popular as St. Louis Sugar in Nigeria.
There is no one that doesn't know St. Louis sugar. Packaged in a blue box, the sugar cubes have been providing Nigerians with sweetness for three decades. It's a Nigerian brand even if it is owned by a German company.

Coke, Indomie, Robb, Omo, Indomie are some of the cult brands in Nigeria. These brands are part of everyday Nigerian life and Nigerian culture having spent decades here. The main thing that separates St. Louis Sugar is that the brand does not advertise.

You will be hard pressed to see a St. Louis sugar billboard, TV advert or print advert. I don't think I have ever heard a St. Louis radio jingle before yet the brand is insanely popular. As a matter of fact, it is a monopoly.

There is Dangote sugar but who really buys it? Even with granulated sugar, St. Louis is still king. And with its firm grip on the sugar market in Nigeria, the brand doesn't advertise.
Coca-Cola which is the most famous brand in the world advertises. Milo does. Pepsi does. Omo, Indomie and others do. This year, Google started erecting billboards and ran radio and TV ads. No brand is too big to advertise, well except St. Louis.

The sugar brand is confident in its position that it doesn't bother to make noise on radio and TV. St. Louis sugar is just like garri. Koko Garri by D'banj came with all its fancy packaging but the average Nigerian still patronised the local garri.

St. Louis sugar's market share is too big for a new sugar company to pose a serious threat. Nigerians trust the St. Louis sugar brand. It has passed through two generations. It is part of us and our culture. Little boys use the blue boxes of the sugar brand as goal posts when playing table football. LoL


Culled from; www.palmchatnow.com

Coz dem never see the Celebrity Lion wey go do the advert..abi you fit hold the lion?

Op lovely piece though. I've also thought about this too
But d answer is simple... NIGERIANS tend to patronise any pioneer brand. St. Louis was the first sugar in the Nigerian market. An average housewife can't go the supermarket and sees st.louis among d likes of dangote sugar and opt for the latter because what's original is original. It's also part of the human psych.
Me for example, i don't like changing my barber, any barber that cuts my hair first and does it well, it's only natural that I will patronise that barber.



Meanwhile...

Wow. Our help during boarding school. Sold for 2 naira a pack back then.

No be small thing

Funjosh:
No be small thing

na soooo

Nigerians we believe whatever that has lasted for a while is the Best.

St. Louis Sugar and Cabin Biscuit are two brands Nigerians will keep patronising even without any form of advert.

Who noticed those men on Cabin Biscuit carton are now married and have added weight

afanide:
Nigerians we believe whatever that has lasted for a while is the Best.

St. Louis Sugar and Cabin Biscuit are two brands Nigerians will keep patronising even without any form of advert.

Who noticed those men on Cabin Biscuit carton have added weight

i agree with you on that, pls post a picture of our beloved cabin biscuit

@op you're wrong dangote sugar sells more than st louis sugar

ABUZINZU:
@op you're wrong dangote sugar sells more than st louis sugar

Prove it

afanide:
Nigerians we believe whatever that has lasted for a while is the Best.

St. Louis Sugar and Cabin Biscuit are two brands Nigerians will keep patronising even without any form of advert.

Who noticed those men on Cabin Biscuit carton are now married and have added weight

Lol

Principe67:




Prove it

I spent most of my time in agege market and i'm very sure the dangote measured sugar sells more than st louis

Funjosh:
No be small thing

Abi oooo

Funjosh:
No be small thing

Yes Ooooo

dacovajnr:
Coz dem never see the Celebrity Lion wey go do the advert..abi you fit hold the lion?

Hahahaha

ABUZINZU:
@op you're wrong dangote sugar sells more than st louis sugar

hmnnnnnnnnnnnnnnnnnn

Op nice one

Does Dangote also advertise his sugar?

Xxpress:
Does Dangote also advertise his sugar?

I don't think so

Nonso67:
Op nice one

Thanks

dacovajnr:
Coz dem never see the Celebrity Lion wey go do the advert..abi you fit hold the lion?

lol. im dead

jeyselassie:
lol. im dead

Pls wake up ooo