LAGOS. Following its resolve to further strengthen its leadership position in the Nigerian malt drinks market, leading first home brewed non-alcoholic malt drink Maltina has unveiled a new look and new pay-off line. The new look and pay-off line “Sharing happiness” are both part of a brand proposition rejuvenation process designed to ensure Maltina remains connected to the sophisticated and savvy 21st century Nigerian consumers.

Speaking on the rationale for the new look and new pay-off, Mr. Jacco van der Linden, Marketing Director, Nigerian Breweries Plc. said that, the Maltina brand has been leading the malt drinks market for the past 35 years by being close to the hearts of many Nigerian consumers. He added that, to remain the number one malt drink in the market Maltina is now bringing a refreshed brand proposition to the market for Nigerians to share their happy moments with their loved ones and with the brand.

“The initiative stems from our desire to continuously offer the Nigerian consumer the highest possible value for money. The brand should always remain appealing and aspirational to consumers and should always remain in the lead versus competitor offerings. That is why we have chosen to premiumnize and refresh the brand’s identity. We are confident that it will further carry on the positive image of Maltina as the number one nourishing malt drink and as the brand that inspires sharing happy moments with loved ones.” van der Linden added.

He stressed that the new look Maltina remains the same in composition and taste and can be enjoyed as before. “Only now, it carries a modern new label that will better help it standout amongst other malts and give Maltina even more appeal.”

Also giving credence to the new proposition, Mrs. Ngozi Nkwoji, Senior Brand Manager Maltina, said the design elements of the refreshed brand uses a number of interesting colours, all with great significance in Maltina’s new identity; Classic white for purity, Black for boldness and rich content, warm red for energy and vitality, orange for vibrancy, yellow for happiness and gold as a promise of high quality.

Nkwoji stated that “the cool new look and new pay-off line contribute to the brand being perceived as the number one malt drink, best known for its superior nourishment and for ‘sharing happiness’. This means that Maltina will not only nourish and revitalise consumers as it did before, but will also inspire moments to share happiness with friends, family and loved ones at home, at school, at work, at parties and social functions alike. In addition to the Maltina bottle, the Maltina ‘Can’ will also carry the vibrant new look. The Maltina bottle and ‘Can’ will continue to share nourishment as well as happiness with everyone, everywhere.”

The consumers’ ever changing needs and environment requires that a market leader such as Maltina stay contemporary and relevant. To support the new packaging and positioning, there will be full media support. To this end, new TV commercials, radio spots, press and outdoor ads will be unveiled.

The Maltina brand is noted for exploring creative avenues to consistently engage and reward its teeming consumers. One of these creative consumer engagement platforms is the popular and highly rated Maltina Dance All (MDA) TV reality show, a platform for promoting family values and bonding.

Since it hit the Nigerian market in 1976, Maltina has consistently satisfied its consumers with high quality natural malt drink, fortified with essential vitamins and minerals. It is the first and only malt drink officially endorsed by the Nutrition Society Nigeria. This provides Nigerians the vitality and superior nourishment necessary for their daily activities - including those special fun moments shared with friends and loved ones.