Amstel Malta is relaunched as Premium Malt drink in new “Why Add More” Campaign

Amstel Malta, one of the leading malt drinks in the country and a product of Nigerian Breweries Plc was recently re-launched in a new credential campaign tagged “Why Add More

The ad which can be heard or seen in traditional media outlets (radio, tv and billboards, among others) was introduced to reinforce the brand’s positioning in the marketplace as the Premium Malt Drink of choice, with an original formulation that contains Less Sugar and is enhanced with essential vitamins and minerals.

The campaign uses everyday life experiences and humour to emphasize that adding more may not always be the best.

Speaking about the campaign, the Portfolio Manager, Non-Alcoholic Drinks, Nigerian Breweries, Mr. Olayinka Bakare, said: “The Why Add More campaign touches on a fundamental truth about our esteemed consumers and the Amstel Malta Brand. The campaign is truly world class and will further re-enforce Amstel Malta’s place as the Premium Malt Drink, with an Original formulation that contains Less Sugar and is enriched with vitamins and minerals” he stated.

(L-R): Kufre Ekanem, Corporate Affairs Adviser, Nigerian Breweries Plc; Ruth Osime, Editor, ThisDay Style; Mrs. Ngozi Princewill-Utchay, CEO, Artelier Lifestyle Consultants; Chidike Oluaoha, Senior Brand Manager, Amstel Malta; at the official launching of Amstel Malta’s new campaign, Why Add More held in Lagos

(L-R): Kufre Ekanem, Corporate Affairs Adviser, Nigerian Breweries Plc; Ruth Osime, Editor, ThisDay Style; Mrs. Ngozi Princewill-Utchay, CEO, Artelier Lifestyle Consultants; Chidike Oluaoha, Senior Brand Manager, Amstel Malta; at the official launching of Amstel Malta’s new campaign, Why Add More held in Lagos

The drink handlers say they want to educate consumers on the delicate balance of its original malt formulation, which has less sugar but still retains the full taste they can enjoy. It also strengthens the brand’s positioning of “Being the best one can be” in a unique and truly distinctive way.

Analyzing the campaign message, as it relates to everyday fashion, Ruth Osime, Editor, ThisDay Style expressed the importance of building internal confidence rather than placing too much emphasis on the outlook. Osime said:

“Your inner confidence is a reflection of how you look outside. You do not have to wear large overbearing accessories before you can tell your fashion story. It is important you stay happy inside you.”

Ngozi Princewill-Utchay, CEO, Artelier Lifestyle Consultants, advised against over-indulgence or excessive eating. She opined that “our body knows when we have had enough…but many people do abuse their bodies by over-indulging.” In her concluding note, she emphasized that less is indeed more and there is no need adding more unnecessarily.

Mr. Chidike Oluaoha, the Senior Brand Manager for Amstel Malta said: “The Why Add More campaign re-enforces the less sugar positioning of Amstel Malta compared to other mainstream malt brands, whilst emphasizing the importance of not adding more unnecessarily. Knowing the right balance is a vital fact of life, he said.

Kufre Ekanem, Corporate Affairs Adviser, Nigerian Breweries noted that the target of the new ad campaign is to inspire consumers towards enhancing their overall wellbeing.

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One Response to Amstel Malta is relaunched as Premium Malt drink in new “Why Add More” Campaign

  1. thandeka says:

    i love this drink

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