By Princewill Ekwujuru

The date, 11-11-11 will ever remain symbolic in the annals of Classic Beverages Nigeria Limited (CBNL), makers of carbonated soft drink (CSD); La Casera, and particularly Nigeria and Nigerians. This date will witness the 10th year anniversary of the company’s operation in Nigeria, for being the first beverage company to bottle fruit juice in PET bottle.

Reminiscent of one of its commercials where a man exports the brand to Europe on his wife’s request, depicts how important the brand is appreciated.

November 11, 2011 is the day the management of CBNL chose to celebrate the company’s journey in the Nigerian carbonated drinks market. It will be a date set aside to specifically pat its employees on the back, and say, ‘thank you’ and to its distributors for contributing to institutionalizing the La Casera brand as a Nigerian product, and to the regulatory authorities; National Agency for Food and Drug Administration (NAFDAC), for helping to make the brand a force in the beverage market.

Over the last ten years, La Casera has warmed its way into the hearts and minds of consumers and has built strong brand equity through various consumer engagements and trade support programmes.

Its flagship brand, La Casera Apple flavour, has built, and maintained a position as one of the preferred soft drink choices, experiencing strong demand and visibility nationwide, but not without economic challenges while undergoing different innovations and technological advances. La Casera, available in Apple, Cream Soda, Classic Cocktail and Spanish Pear flavours, remains consumers’ choice.

Since its inception, CBNL has built an effective business relationship with its trade partners by helping them to make profit whilst also rewarding their efforts. Recently at the 2011 edition of the dealer’s conference, the company rewarded over 214 dealers with 65 cars including overseas trips, while others won prizes like laptops, computers, and motorcycles.

Further, as part of its goals to connect with its consumers and add value to the environment in which it operates, the company keyed into supporting Beauty pageants in Nigeria since 2007, by crowning their brand ambassador christened Miss La Casera.

In effect, the company utilizes this platform as a Corporate Social Responsibility (CSR) vehicle to reach out to the less privileged and the needy in the society.

CBNL has been partnering with the Silverbird Group, to promote the Most Beautiful Girl beauty pageant in Nigeria (MBGN). This fascinating deal involves a cash prize and lots of other benefits from the company.

In its 10 years, the company has received several awards which include; the African Directing Marketing Award as Finest soft drink manufacturer of the year 2007, Manufacturers Association of Nigeria (MAN) award as first runner up for the “Best Kept Industrial Premises in Lagos, October 2011, second to Nigeria Breweries, and NIS/SON product certification in 2008 & 2010 and a host of others.

The company has gone ahead to get constant “Improvement rating” achieved every year since 2005 by International consultants for technical and quality process audit.

Aside from celebrating its 10th anniversary, the company will also be using the occasion to launch a new bottle for La Casera brand which is an indication of the brands innovation.

In commemoration of the celebration, the company has lined up activities that will touch lives , which will in essence entrench the brand’s leadership position in the CSD market in Nigeria.