BrandArena: Loya Wins Brand Revitalisation Award

Tuesday, 29 November 2011

Loya Wins Brand Revitalisation Award

Loya milk, a brand of Promasidor Nigeria Limited, has won the Brand Revitalisation Award in the 2011 Advertisers’ Association of Nigeria (ADVAN) Awards for Marketing Excellence.

L - R: Dr. Obinna Anyalebechi, Dairy Category Manager of Promasidor; Chief Edem Duke, Minister of Tourism, Culture and National Orientation and Mr. Kola Oyeyemi, ADVAN President during the presentation of 2011 Brand Revitalization Award to Loya Milk, a brand of Promasidor Nigeria Limited at the ADVAN Awards for Marketing Excellence held recently in Lagos.

The brand was adjudged the winner recently in Lagos by a panel of judges put together by ADVAN to appraise entries for various categories of the awards.

Other brands that competed with Loya milk for the coveted prize are Ribena, Lucozade, Maltina, Yo Yogurt, Nunu and Harp.

The Loya milk recognition is coming on the heels of its on-going “Win Cash with Loya” promo, which is being done to reward and excite its teeming consumers across the country. It is one of the leading brands from the stable of Promasidor, a marketing led and consumer driven organization noted for high quality and innovative product offerings that excite and exceed consumers’ expectations.

Chief Keith Richards, managing director of Promasidor said the launch of “Win Cash with Loya Promotion,” is another way to demonstrate Promasidor’s prowess as an innovative, as this is first of kind in the dairy category.

Mr. Kachi Onubogu, general manager of Promasidor said the objectives of the promo were to reward loyal consumers of the brand as well as create fun and excitement around it.

Loya premium is full cream milk powder manufactured by Promasidor Nigeria Limited –a foremost multinational foods company. Loya premium milk is very rich, truly creamy and extremely tasty. It was first introduced into the Nigerian market in May 2004.

At launch, it contained a rich cocktail of 28 essential vitamins and minerals necessary for healthy growth and general wellness. In October 2010, Loya Premium Milk was re-fortified and re-launched into the Nigeria market.

This relaunch was purely aimed at further increasing the nutritional status of our teeming consumers, primarily by exploring better ways of delivering optimal levels of calcium to our consumers. The emphasis on calcium was driven by research findings that revealed the following amazing cardinal truths.

One, that calcium is the most abundant mineral in the body and 99 per cent of it is stored in the bones and teeth while remaining one per cent is stored in the body’s tissues and intercellular fluid.

Two, women require more calcium during and after pregnancy and also children require generous amounts of calcium in their diet- because it is essential for healthy growth.

Research has also shown that diets in West Africa generally contain relatively low amount of calcium as the mean dietary calcium intakes for urban men and women in northern Nigeria (based on a recent dietary study) were 551 and 447 mg/day respectively, which is lower than the recommended dietary intakes of 1000mg/day for adults.

In addition to low-calcium diets, many populations in sub-Sahara Africa place a heavy reliance on cereal staples, which contain oxalates and other divalent metal cation chelators that decrease the bioavailability of calcium.

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