Between brand marketing and culture

In Nigeria and Africa in general, the cultural values of the people are held in high esteem and this dates back to time immemorial. They are highly cherished by the people that observe them and are seen as a unifying factor that binds them together.

However, in the different regions of the country, there are cultural values that have been sustained for centuries and they still remain till date, a network of practices and accumulated knowledge and ideas that are transmitted through social interaction and in specific human groups.

This has brought to fore the numerous efforts of notable brands like Goldberg in its quest to enhance and promote the rich cultural heritage of the people of the South West region of Nigeria, in line with its 3-point agenda which comprises of culture, respect and enjoyment.

No other brand matches its respect for culture and this has been demonstrated in its involvement in many cultural festivals of the people of the Southwest such as that of  Ojude Oba in Ogun State; Udiroko in Ekiti State and the  Osun-Osogbo festival in Osun State  that define and capture the essence of the cultural ethos of the people. This is also evident in the installation of the Oba of Benin to the promotion of Fuji music.

On the correlation between Goldberg and culture, the Corporate Communications/Brand PR Manager, Nigerian Breweries Plc, Mr. Patrick Olowokere, said the people of the Southwest and Goldberg share a common bond which is respect for traditional values and institutions. ‘That was why the brand has thrown its weight behind the festivals in the South West,’ he stated.

The brand also added colour to the 2016 Osun-Osogbo festival, an annual event held in the month of August. It is usually celebrated at the Osun-Osogbo Sacred Grove, a sacred forest along the banks of the Osun River just outside the city of Osogbo, in Osun State in August because it is a month of celebration, traditional cleansing and a period of cultural reunion of the people with their ancestors and founders of the town.

The Public Affairs Manager, West and Mid-West, Nigerian Breweries Plc, Mr. Tayo Adelaja, said identifying with the festival is a respect for the cultural values and tradition of people in the South West.

He stated ‘it is one between two historical brands; Osun Osogbo, a 600 year-old festival that truly reflects the traditional culture of the Yoruba race and Goldberg, a brand that is the fastest growing beer in this part of the country.’

As part of activities for the festival, Goldberg came up with an initiative dubbed the Goldberg Beer Village held at the Ogo-Oluwa area of Osogbo, and aimed at enhancing trade and commerce in the ancient city.

This initiative was well commended by the traditional ruler, Ataoja of Osogboland, Oba Jimoh Oyetunji Olanipekun Larooye II, as well as indigenes of the state who felt that other than entertainment, the initiative impacted positively on their businesses during the festive period.

In the area of commerce, accolades came from Ms. Kunbi Ogunjobi, one of the local beer retailers who said Goldberg enabled the inflow of money that really enhanced her business expansion. She explained that Goldberg provided the platform which many small and medium enterprises (SMEs) enormously benefited from during the period of the celebration.

Also, an indigene of the state, Akeem Jamiu attributed the growth and success of the festival to brands like Goldberg that made conscious efforts to light up the city and created ambience for the celebration. “I am very happy that we are having more people who truly place emphasis on our culture and tradition,” Jamiu said.

Furthermore, a foreign visitor, Wang Xiu Ying, from China who was at the Goldberg Beer Village eulogised the effort of the brand for upholding the tenets of the people of the South West. She said ‘we give culture top priority in China, and I think Goldberg is very visionary with its approach to supporting traditional institutions. I think the makers of the beer are really wonderful.’

The brand has also lent support to other festivals such as that of Ojude Oba in Ogun State and Udiroko in Ekiti State. In the case of Ojude Oba festival, it is held annually on the third day after the Muslim festival of Eid al-Kabir in Ijebu Ode, a town in Ogun State.

Not left out is the Udiroko festival celebrated beneath the big Iroko tree at the Ewi’s (King) palace in Ado-Ekiti where Goldberg extends its support.  It is the only festival that brings all Ado-Ekiti citizens both at home and in the diaspora together and was established around 1310 AD during the reign of Oba Awamaro, the first Ewi of present day Ado-Ekiti.

It is a day to give thanks to their god, Olorun (hence its nickname, the Olorunborun festival). The name udiroko is derived from the venue of the festival, which is beneath the big Iroko tree at the Ewi’s palace.

The ancient town was sent agog by Goldberg through its wholesale branding of the Ekiti State capital and series of well received activations in the 2016 celebration, coupled with the two gala events held consecutively before the  festival’s grand finale.

In view of this, the Portfolio Manager, Regional Mainstream and Stout Brands, Nigerian Breweries Plc, Mr. Emmanuel Agu, affirmed that as a brand that has been a worthy partner with the southwest and catering for the cultural needs of the people, Nigerian Breweries Plc is committed to championing causes that add value to the cultural heritage of the people.

Goldberg also felicitated with Prince Eheneden Erediauwa, the 39th Oba of Benin kingdom during the monarch’s coronation in Benin City. It played a vital role during the enthronement of the Olubadan following the demise of the late monarch, Oba Samuel Odulana Odugade 1. It was the only beer that was present at the coronation.

What Goldberg did in rolling out the drum to celebrate the monarch was in line with the culture and values of the brand as enshrined in its 3-point agenda.

Furthermore, the brand has since 2012 been organising musical concerts christened Fuji t’o Bam for upcoming Fuji musicians in Yoruba land. In 2016, the music concert took place in Sango-Ota, Abeokuta, Ibadan, Oyo Town, Ilesha, Ado Ekiti, and Akure.

Goldberg’s support to the development of Fuji music cannot be quantified.  It has been another impetus that lubricates the genre to the admiration and enjoyment of the Yoruba and those that like it.

Fuji t’o Bam is a talent hunt initiative that is meant to discover promising Fuji artistes. The initiative has over the years, produced young Fuji musicians with bright future. Goldberg took a step further in 2016 towards taking Fuji to the next level by organising the first ever intellectual forum on the genre, called Fuji Roundtable. The forum deepened discussions about the origin and role of Fuji music in the socio-cultural development of the Yoruba wherever they live.

On this, the Portfolio Manager, Mainstream Lager and Stout brands, Nigerian Breweries Plc, Mr. Emmanuel Agu, affirmed that the role of music in nation building is monumental as it feeds the mind and fuels the creativity of listeners.

He said the Goldberg Fuji t’o Bam initiative has successfully brought to life the twin socio-cultural tradition of companionship and celebration. “It identifies and celebrates the rich musical tradition of sustaining the cultural values of the people in the region. The indigenous musical platform, which is currently in its fourth edition, had in the last three editions led to the discovery of budding Fuji talents and artists,” Agu affirmed.

During the dialogue, the Chairman, National Project Committee of the Fuji Musicians Association of Nigeria, Sikiru Ayinde Agboola (a.k.a SK Sensation), commended Goldberg for supporting the growth of Fuji music.