La Casera is back!
Have you informed the Youth & Children?
La Casera is one of the popular carbonated soft drinks in Nigeria that debuted in the market 16 year ago and had been growing with its characteristic fizzy feeling among the youth and children. You will find La Casera competing shoulder to shoulder with the giant - NBC’s Coca-Cola, Fanta and Sprite and 7up Bottling Company’s Pepsi, Miranda and 7up in the hawking channels and on-the-go One Way Pack product category.
Some months back the public was (mis)informed that La Casera Original Apple Drink is made with corrosive chemicals that can unscrew nuts, wash mechanical engines and also bleach materials and therefore La Casera is dangerous to the health of the consumer. And so, La Casera went on recess.

During the recess, AJE came out with Big Cola, Pepsi long throat followed while the Coca-Cola brand also increased by 20% volume. UAC also became visible with its Bigi drinks while Dangote’s Kally held its own. Added to these are the other striving players in the Nigerian soft drink business.

The company came out recently to debunk these allegations and reassure the public that the product is safe for human consumption and that the gas content of La Casera at an average of 6.8g/L is actually slightly lower than the average value for carbonated soft drinks which is 7.0g/L.

All colas, soda and tonic beverages are formulated to have high carbonation to give the GGRRrrrrr vibrant and heady feeling on consumption and also to enhance the taste and to give refreshment.

So La Casera is back and there is need for the brand to reconnect with her lovers and consumers. I have noticed some efforts in print media with regulatory bodies giving assurances that the product is certified safe for consumption. I also heard a radio phone in program sponsored by the brand and lately I started sighting on-line presence of La Casera adverts on The Punch online publications.

I believe the brand should be launched massively on-line via Social Media platforms targeted at the Youth and Children. The middle aged folks that read newspapers and listen to phone in radio programs are health conscious and worry a lot about going to heaven early via sugar ingestion induced health challenges among other health issues battling them including the recent recession and its attendant financial constraints and stress.

But the children and youth care less. Their life is right in front of them waiting to be explored and enjoyed. Theirs is not worry of sugar ingestion but where to get the energy for their varied exploits in relationship, music and sport and the data to remain in vogue via social media on Facebook, Twitter, Instagram, Nairaland, YouTube, Google and other blog sites and social media platforms.

These are the age groups of consumers La Casera should be targeting via their preferred media - Social Media. The lovers of the brand and the prospective recruits are alive and well, they only need to be connected with again.

Coca-Cola is already way ahead connecting with these age groups via social media. You cannot be on Instagram, Facebook and other social media platforms and not have a feel of the Coca-Cola magic.

So, La Casera is back. Will someone inform the Youth and Children?

I was almost sucked in. The bewildering events unfolding in Nigeria with the attendant deleterious effects on the socio-economic and work life of citizens nearly caved me in. It keeps coming relentlessly, wave after wave of fearful happenings. Nonpayment of salaries and pension for several months, mass retrenchments by banks and some other organizations, run-away inflation and weakening purchasing power, infrastructural deficiencies, power outages and insecurity of life, properties and expectations. The uncertainties jolted me out of a pervasive foreboding of doom and hopelessness.

I suddenly realize the situation could get worse and what I heard happened to fellow citizens can happen to me too. I fact, I am already in it to certain degrees. It's the level of buffer I had in place over time that is making it seems I am not affected like others.

I also realized that the worst had not happened yet. And the worst is not economic, loss of job (that will be tough) or even death. The worst will be mental derailment, dying before death, a debilitating or wasting affliction or sickness that makes one a burden to oneself and those connected to one. So, I must remain emotionally and physically healthy to be able to cope effectively and successfully with all other challenges that might come up later.

My choices became clear. I am the only one responsible for my motivation and happiness. Expecting externalities to do for me what I should do myself is sheer personal irresponsibility and yielding up power of control to what I ought to control. I immediately stopped listening to the burgeoning number of public affairs analysts that continually paint a hopeless and despondently gloomy picture of what I already know. Instead I read the news myself online and selectively sought out analysts that suggests ideas of opportunities that can be utilized in these challenging circumstances and coping strategies that minimizes exposure to risks and losses. I evaded colleagues who seem overjoyed whenever giving their hopeless encouragements and admonitions to resign to fate and hope it will get better as they share another of their litany of woes and misfortune.

I soon concluded that I am my best and greatest asset. It is my value that must not depreciate despite the prevailing recession. Are my skills set still relevant and able to command a net worth that will ensure my comfort in this tough times? Are there new skills that will better my present position and position me for the greater opportunities these tough times will bring out? I urgently need a retouching to remain relevant and a makeover to prepare for future opportunities. I give my best to every present assignments- delivering on time in full with cheerful upbeat attitude. I called up my trainers and coaches, reworked and improved my CV and LinkedIn profile. And I decide to be my own cheerleader. No one seems ready to do the job for me.

I also resumed walking for physical exercise. One hour of prayer walk twice a week from my residence at Akoka to Unilag is now a regular routine. I have schedule a comprehensive medical examination for myself and spouse for December. I am saving for the expense.

All said and done, I drastically reduced my exposures to risk of loses and waste, consolidated on my assets and investments and created more time for the things I enjoy like talking and playing with my children, gisting with my wife, participating in community activities with children in my local church and I took up writing again.

These tough times will not last for ever. I decided to toughen myself to outlive these challenging times with a smile.

Kindly share your thoughts and coping strategies too.