FrieslandCampina WAMCO Nigeria Plc, makers of Peak Milk and other brands marked the 60th Anniversary of Peak Milk at an event at Eko Hotel and Suites, Victoria Island, Lagos on Saturday, 23rd of May, 2015.
Many people graced the occasion, including consumers from various works of life, media personalities, children and notables celebrities like former Nigerian International and Olympic Gold Medalist, Kanu Nwankwo and singer, Yemi Alade, among others.
The Managing Director of FrieslandCampina WAMCO, Rahul Colaco said “Over the last 60 years, Peak has continued to be strong throughout the several changes in the market.”
“We attribute our success to two things. First, our focus to consistently nourish Nigerians with quality dairy nutrition in order to reach their peak. Second, we continually explore ways of standing out of the crowded shelf and touching every part of the consumers’ lives.”
To surprise loyal consumers, the company did some research on consumer expectations. As a result, Peak Evaporated Milk now comes in new packaging as well as a lid that opens and closes easily. It is called ‘Peak Easy Open.’
According to Tarang Gupta, Marketing Director of FrieslandCampina WAMCO, “Several demographic and lifestyle influences are responsible for the drive for convenient solutions in food packaging. Peak Easy Open is specifically designed to meet the needs of consumers who consciously seek convenience and are looking for packaging solutions that fit their busy lifestyles.”
Peak’s success story at 60 is full of special moments to remember and a new 360 degree integrated marketing communication campaign themed “The future is Bright; Reach for your Peak has been unveiled and this focuses strongly on the emotional characteristics and values that consumers link to the brand.
Mr. Colaco, in his part, said that “Every Nigerian grew up with Peak: Nigerians are still growing with peak and without Nigerians, there won’t be 60 years of Peak milk, the iconic brand that has served the good people of Nigeria from generation to generation.”
Ace comedian, Gordons entertained guests. There was also a dance drama and an electrifying presentation of the “foremost symbols and connotations of the peak elements.” It was an exciting journey into the visual world of Peak, exploring the various symbols on the Peak-River, mountain, canoe and palm tree. This pulsating and captivating story was presented in a fascinating piece of music – drama.
Guests were also taken through the story of Peak yesterday; Today and the Future, helping Nigerians achieve their dreams.
Then there were the stories of those that got their break in life with Peak. The story of Ajoke Okunsanya, who started as a petty trader to become a key Business Partner Peak; the amazing story of popular female artiste, Yemi Alade was also a key highlight. She won the First Edition of Peak Talent Show in 2009 and said she would never have become a musician if it wasn’t for the Peak Talent Show Platform.
“I actually wanted to get my B.Sc, get a job, settle down and live a private life until the Peak Talent Show came up and the rest as you can see is history”, she said.
Tarang Gupta in his closing remarks emphasized that the introduction of Peak in Nigeria 60 years ago gave the people “an experience of a new beginning with sharper minds, stronger body and matchless opportunities to bring out the best in them and reach for their peak. This is the inspiring story of Peak in Nigeria.”
He added that the story of the Peak brand is about Nigeria and the Nigerian people. “It’s your story, the story of the generations before you and the generations that will come after you. This is the celebration of our great past, happy present and brighter future.’’
“To Peak, there’s greatness in everyone. It lives in us. All we have to do is believe in it, work hard at it and we will surely achieve it.
Peak at 60 is a celebration of your story, my story, our story and the story of our great nation, Nigeria.” He concluded.
Dolapo Otegbayi, Marketing Manager, FrieslandCampina WAMCO Nigeria Plc; Tarang Gupta, Marketing Director, FrieslandCampina WAMCO Nigeria Plc; Nwankwo Kanu, Nigeria’s Ex-International and Rahul Colaco, Managing Director, FrieslandCampina WAMCO Nigeria Plc at the Peak 60th Anniversary Celebration Event held at Eko Hotel on Saturday, May 23, 2015
Dolapo Otegbayi, Marketing Manager, FrieslandCampina WAMCO Nigeria Plc; Tarang Gupta, Marketing Director, FrieslandCampina WAMCO Nigeria Plc; Nwankwo Kanu, Nigeria’s Ex-International; Rahul Colaco, Managing Director, FrieslandCampina WAMCO Nigeria Plc and Wilco Van Dijken, Sales Director, Modern Trade, FrieslandCampina WAMCO Nigeria Plc at the Peak 60th Anniversary Celebration Event held at Eko Hotel on Saturday, May 23, 2015