The Head of Marketing Communications at Nigerian Breweries Plc, Sandra Amachree, has said Maltina’s brand promise of nourishment, familiar taste and happiness remains unchanged as the beverage brand celebrates its 50th anniversary.
Amachree stated this during an interview on ARISE News on Tuesday, where she discussed the thinking behind Maltina’s refreshed visual identity and the elements that have remained central to the brand over five decades.
She said the anniversary was a proud moment for Nigerian Breweries, noting that Maltina had grown alongside generations of Nigerians.
“For all of us at Nigerian Breweries, this is an especially proud moment for us, not just because Maltina is a brand that people know and love, but the brand has literally grown with many generations of Nigerians, so we take it as a huge honour to have this full circle moment to be able to introduce Maltina in a New York packaging as we celebrate its 50th anniversary,” she said.
Amachree stressed that although the brand had undergone a visual refresh, its fundamental promise to consumers remained the same.
“But what is also critical to note is that even though the brand has evolved in look, the brand promise has not changed,” she said.
“The brand promise of that trusting taste that you know of Maltina, the nourishment that it provides, and the happiness experience that you feel when you encounter Maltina has not changed at all. And so, at the heart of the brand, it is still the same brand that we know.”
She explained that maintaining the brand’s identity while introducing a refreshed appearance was a key consideration in the redesign process.
According to her, the company sought to preserve the features that consumers associate with Maltina while introducing changes that would make the packaging more distinctive.
“And so, while the look would evolve, but the heart of the brand cannot change,” Amachree said.
She added that the redesign was intended to maintain consumer recognition while drawing attention to the updated packaging.
“And that is important because you want when your consumers go to the shopping shelves, they still recognise it as a Maltina that they know. But they take another look and say, oh, something has changed here. And so, that interest is really what helps us to build the new design concept,” she said.
Amachree also highlighted the brand elements retained in the refreshed packaging, including its signature orange colour, while explaining that the company had made some nutritional information more prominent.
“If you look at Maltina, so the design, the main elements that you know Maltina for haven’t really changed. The bright orange colour, but we’ve introduced a few more things,” she said.
She added that nourishment and happiness remained central to the brand’s identity, alongside the visual elements that consumers have come to recognise over the years.
“But of course, in terms of the happiness that it provides as well, the sun rays are much bolder, the golden tone is also brighter. And as well, the barley is also still prominent on the brand,” she said.
Maltina brand ambassador Kiekie also highlighted the brand’s consistency over the years, describing its continued emphasis on happiness and family as an important part of its identity.
“It’s been very consistent. And I think it’s really amazing that a brand has been around for 50 years and the core value remains to continue to share happiness. And that thing of family is just beautiful,” she said.
Kiekie, who said she had known the brand throughout her life, noted that Maltina had maintained a presence at family gatherings and celebrations over the years.
“It’s always present in every celebration. And that’s like one of my own exciting things,” she said.
She also stressed that the brand’s refreshed appearance did not diminish its established identity or its commitment to consumers.
“So I just feel like it is bold and it’s just a constant reminder that we are here and we will always be here, not just as a refreshment drink, but to continue to serve you the nourishments that your body needs. So we care for your refreshments and we care for your health as well. So it’s like a three in one combo,” she said.
Faridah Abdulkadiri
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