New commercial reinforces Gulder brand’s proposition

 Beer brand from the stable of Nigerian Breweries plc, Gulder Lager, has unveiled a new television commercial tagged, “The Ultimate Arrival.” While the average timeline for conventional television commercials ranges from 45 seconds to a minute, the new Ultimate Arrival TVC spanned over 4 minutes. Gulder’s new TVC was last week unveiled to a selected journalists, for the first time.

A 360 degree teaser campaign involving social media, radio and print adverts – preceded the formal unveil of the TVC, and it kept Nigerians guessing for several weeks as to what the The Ultimate Arrival entailed. Yusuf Ageni, corporate affairs adviser, Nigerian Breweries, represented by Edem Vindah, corporate media and brand PR manager, lauded the novelty of The Ultimate Arrival TVC, describing it as the -first-of-its-kind TVC, a different kind of advertising that highlights a novelty way of doing beer advertising in Nigeria. He added that it would be the main component of the Gulder brand campaign for the rest of the year. Ageni was also quick to point out that Gulder was not in the process of re-branding, explaining: “Please, note that this is not re-branding but a continuation of a brand story built on the values of Gulder as reflected in our current Out-Of-Home advertising. The new campaign has the theme “The Ultimate Arrival,” which reinforces the brand’s proposition. The advertising is designed to reflect the brand positioning while pinpointing the credential attributes of the brand.”

The campaign script of the TVC was written by Insight Communications and produced by RedDot, while the music sound track ‘Fever’ was performed by Elvis Presley. Landmark shots such as the National Arts Theatre and the Sea Port, both in Lagos, were showcased; while the Lagos traffic also depicted that the Gulder Man is an inhabitant of the earth.