Harp re-brands with new label, signs brand ambassador

One of Nigeria’s foremost lager beer brands, Harp Lager has been re-introduced with an exciting new look. The reveal of the new look took place at the 2013 edition of the Harp Rhythm Unplugged held at the Eko Hotel Convention Centre, Lagos, recently.

The cool new look of the Harp Premium Lager reflects the trendy appeal of the brand, attractive to a younger generation of beer consumers while also appealing to its existing admirers.

At the launch, Seni Adetu, managing director/CEO, Guinness Nigeria plc, said the new cool look of the Harp Premium Lager was in line with the company’s tradition of remaining consistent with current and emerging trends, delivering on improvements that were both contemporary and exciting to its consumers.

In a bid to always deliver great brands to our esteemed consumers, we have redesigned Harp Premium Lager label to further position the brand uniquely as a cool brand, more youthful, dynamic and definitely premium, he said. The cool new look of Harp is also a representation of the unique attributes of its consumers who are stylish and trendy. Harp is a beer that celebrates true friendship and that is what we are extending with this new cool look, Adetu said.

On why the company keeps on pursuing its quest for innovation, Austin Ufomba, marketing/innovation director, Guinness Nigeria, said it was a way of showing the consistency Guinness Nigeria was reputed for.

Speaking on the quality and the availability of the new look Harp, Paul Asemota, marketing manager, lager, Guinness Nigeria, explained that consumers should be assured of enjoying the premium brand they had always known.

“The appearance of Harp Premium Larger beer has been changed as part of our value of continuous improvement which depicts its trendy new look. Despite the change in our label, our consumers can be confident of the same world-class quality of the content in the bottle. Our consumers can be assured of accessing this iconic beer in its new look across our various market. As they enjoy the drink, we encourage our consumers to drink responsibly,” Asemota explained.

As part of the campaign, the brand has signed a brand ambassadorship deal with MTV Base award winning artiste Ice Prince, and Highlife crooner, Flavour.

The Harp Rhythm Unplugged 2013 was hosted by award winning comedian Bovi and Wyclef with A list artiste P -Square, D’banj, 2Face, Wizkid, Banky W, Olamide, Sasha P, among others. Leading artistes Seyi Shey, Flavour, Burna Boy, and Ice Prince, also performed the Harp New Cool look campaign theme song to the delight of the guests.