Marketing: Culture comes alive at Legend activation

It was a night of rich cultural spectacle as premium stout drink, Legend Extra Stout, kicked off the second edition of the Taste and Tell activation with an exciting display of the traditional Eyo masquerade dance at the Cyclic Centre, Constain, Lagos.

Resplendent in their flowing white costumes, the Eyo masquerades mesmerised the audience with their rendition of Lagos folklore songs as well as their deft traditional dance steps.

While the cultural display was the climax of the day, there were other thrilling moments at the Legend activation, one of which was electrifying performance by dance hall artiste, Oritse Femi. The Delta State-born entertainer was in his elements as he performed a medley of his hit songs including ‘Blessings of the Loud, Flop Politicians, Boys Dey Binu, Redi Dance, among others.

The crowd was also treated to rib cracking jokes by ace comedians De Don and Gandoki. The event was also spiced up with live music performance from fast rising live band, Platinum Blazers.

Then there was the Taste and Tell game. The game was easy enough. Interested tasters were randomly selected from the crowd to identify which of the glasses contained the Real Stout.

Prior to the game, basic characteristics of a real stout were read out by the comedian to include, unique and exciting bitter taste, a quality foam head and smoothness. De Don, the anchor of the event, had a hectic time picking participants as it appeared that everybody wanted a shot at the game.

Three winners: Tosin Adekunle, Femi Olaniyi and Titilayo Odunkoya emerged winners after correctly identifying Legend Extra Stout from the three glasses. For their feats, they went home with a brand new generating set, TV and refrigerator, respectively.

Speaking on the activation, Funso Ayeni, senior brand manager, Stout and Life beer – Nigerian Breweries plc, said the activation was designed to sustain engagement between the brand and its consumers.

“We started the Legend Taste and Tell activation last year and we are continuing with it because it is a unique way to engage and bond with our teeming consumers. Our relationship with consumers does not end when they consume our brand. Rather, we see it as the beginning. We are constantly looking for more ways to engage them and that is why we came up with this activation,” he said.