Since Nigerian Breweries (NB) commenced the Gulder Ultimate promo, there’s been an increase in the balance sheet of the brand’s portfolio, which invariably has lifted the brand’s equity in the market all because it has lived to the expectations of the drinking public, Vanguard can authoritatively reveal.

Before the commencement of the National Consumer promo tagged: The Gulder Ultimate Promo, the brand had promised consumers that it was going to give out 24 cars along with some cash prizes to those who will text a number discovered under a crown cork to a select code, before the promo comes to climax by May 31, 2011. Meanwhile since the promotion started 12 persons have been rewarded with car gifts which is the star prize of the promo.

At the last prize presentation at the NB bar, six consumers took delivery of their cars. For Adeshola Lanre from Osun State, the winning was an eye opener, and for Okechi Joy from Enugu, a fresh graduate, said, “I lack words to quantify my feelings, I will say that Guilder has turned me to a car owner and I will continue to take Guilder. Guilder is a gold to me and I feel that any man that orders for guilder is an ultimate man.”

Overtime, regulatory authorities responsible for the monitoring, regulating and control of promotions have not left any stone unturned as they had insisted that gift items promised by promo organisers were delivered. For this reason, regulatory authorities now authenticate promo draws. And today, promo organisers have been put on their toes by agencies like the Consumer Protection Council (CPC), Lagos State Lottery Board, for promos held in Lagos and the National Lottery Regulatory Commission (NLRC) based in Abuja which ensures that consumers are not swindled.

The argument for the control is that the organisations who fail to deliver as promised may likely face sanctions from the monitoring authorities. With this monitoring, consumers’ confidence in promos are beginning to return as a result of monitoring by regulatory agencies, and organisers’ knack to shore up their market share in their bid to honour consumers’ loyalty. If promos are the only ways of rewarding consumers, then they are veritable tools in the hands of brand owners well utilised.