When brands tend to connect with consumers, it clings to a platform that consumers can easily align with, this was the case with Calypso Linqueur drink when it identified music as mechanism to promote its brand image and entrench visibility in the market.
To make the brand resonate to its core target who are constantly on the go and adventurous, the brand organised a Calypso welcome party tagged: ‘Calypso fun night’ at the National Youth Service Corp (NYSC) orientation camp in Lagos where corp members won prizes.
To further leverage on its brand visibility and to connect with the youth segment Wande Coal performed at the camp; tagged NYSC camp blast, the night show according to Grand Oak Nigeria Limited, brand owners of the drink said the show aims at intensifying the brand’s Corporate Social Responsibility (CRS) initiatives through reaching out to the core targets who are youths.
This, accordingly formed the basis of the Calypso welcome party which the owners described as also aiming to meeting the desired needs of the target consumers for entertainment, fun and pleasure.
On the CSR initiative, the brand owners described the platform as a veritable tool to create a sense of unity and oneness in NYSC members who have different socio-cultural backgrounds.
Speaking, the brand, Aaree Fatai Odesile, Marketing Director of the company said the brand is determined to satisfy the yearnings of the youth who are the core target market to remain relevant in the market. The event which is part of the company’s CSR in ensuring that the Corpers enjoyed a wonderful period while in their orientation camp.