Bobo set to bounce back with new commercial

After remaining quiet on Above-the-Line campaign for a long time with its implications on competition, Bobo Foods and Beverages Limited, maker of popular food drink, is set to bounce back with new TVC before the end of the year.

The firm is using the commercial developed by Brand Believers as another marketing push to enhance its market. It is also advancing in its Bobo Super Kids and Schools Support Promo, an annual children and school support. This year’s programme has kicked off from April till December 2013, across nine states.

Eric Ewhubare Birhiray, marketing manager, Bobo Food and Beverages, said in Lagos last weekend while announcing the third edition of the promo that “the Super Kids and Schools Support Promo seeks to contribute towards educational development in the country by rewarding the Nigerian children and their respective schools for choosing Bobo fruit milk drink as the milk drink of their choice.”

The Bobo promo will run in phases to enable children within the coverage areas to enjoy the promo and prizes on offer. Phase 1, which takes off in April and ends in July 2013, will cover Oyo, Osun, Ondo, Ekiti, Kwara, Edo, and Delta states, while phase 2 will run in Lagos and Ogun states between September and December 2013. During the exercise, over 600 nursery and primary schools – both private and public – will be visited by the Bobo promo team.

Churchill Iwuru, managing director, Bottomline Promotions Limited, the experiential marketing company driving the activation, revealed that the programme would involve free sampling of Bobo fruit milk drink, submission of five wrappers of Bobo 200ml and essay writing competition among school children.

According to Iwuru, the prizes on offer for schools include a school bus (first prizes), computer systems with printers (second prizes), and school drum set (third prizes), while cash rewards to be offered to individual pupils would include N50, 000 (first prizes), N35,000 (second prizes), and N25,000 (third prizes) plus other consolation prizes such as school bags, T-shirts, exercise books, free Bobo milk drink, pencil packs, school wall charts (human body parts and alphabet), copies of super Strikas, young teenager comic magazine, etc.