Positive Story Of Beer (PSOB)
for Nigerian Breweries Plc
The PSOB initiative is a reference point in engaging stakeholders on deconstructing the myth and negative perception about beer.
The Brief:
Agency was tasked to develop a compelling and explorable PR strategy to help tell the positive story of beer and deconstruct the myth about beer, whilst expanding the connecting points to the target audience.
Agency’s Role:
Agency created a more positive, accurate and modern perception about beer. We mobilised all partners (internal & external publics) to help spread the PSOB using various components:
Beer Academy: An immersion session was put together to educate stakeholders on the brewing process of beer from grain to glass to form better and deeper understanding when churning contents
All the stakeholders from the immersion session were all awarded a certificate and an Alumni forum set up.
Created and organised the first ever Beer symposium in Nigeria
Beer Academy: An immersion session was put together to educate stakeholders on the brewing process of beer from grain to glass to form better and deeper understanding when churning contents
All the stakeholders from the immersion session were all awarded a certificate and an Alumni forum set up.
Created and organised the first ever Beer symposium in Nigeria
Guest Management:
* Over 1,000 guests drawn from all works of life were invited.
* Conference headlined by international speakers, Professors and former state Governors
Outcomes/Take-Out:
At the end of the project, Agency achieved a substantial media buy-in as well as enthusiasm towards the PSOB initiative.
The PSOB received validation from the Nollywood community and the critical segment of the public – the media and other advocates
The alumni members took ownership of the project as they reported the stories from their various perspectives and were willing to defend their certificates.
Through this initiative and using the project as a case study, Heineken Nigeria was rated second best behind 6 other countries that came together as a group.
Outcomes/Take-Out:
