By Princewill Ekwujuru
The management of Classic Beverages Nigeria Limited, (CBNL),makers of La Casera carbonated soft drink (CSD), has announced officially its decision to change the company’s name from CBNL to La Casera Company Limited, to enable it consolidate its gains in the CSD market segment.
Hitherto, La Casera, which has its roots in the Spanish language, meaning ‘from home’, had been the name given to some of the products in the company’s stables.
And, with the name-change, the company joins the league of others, such as Coca Cola, that derive their names from their flagship brands. Though part of the tenth year anniversary of the company, the management also explained that the decision was informed by the need to further bond the brand with consumers.
Speaking, Mr. Bayo Obarotimi, Marketing Manager of the company at the name-change event in said that the brand had always cultivated the habit of listening to its consumers, with the aim to developing its strategies in response to their yearnings.
‘Ever before the name-change, a lot of customers and patrons had earlier using the name; La Casera as the name of the company, despite the fact that La Casera soft drink only represents a product of the company. ‘So what we have now done is to allow the consumers name the company, since they make uswhat we are today’, he stated.
He also announced that the name change which comeswith a new logo, demonstrates the company’s efforts at always innovating inorder to increase its share in the soft drinks market.The new logo, he explained, is designed to enablethe brand connect
easily with the consumers, adding that the logo which comprises of the new name,The La Casera Company Ltd, in a circle, is meant to enable the consumersidentify the brand, with little or no effort, and also give life to the brand.While assuring consumers of the company’sdetermination to raise the bar in that market segment, he added.
hecommissioning of our new state of the art signifies that we are here to stayand that the future has just begun’.