BrandArena: Maltina Expands Brand Equity With Laugh Out Loud

Saturday 29 March 2014

Maltina Expands Brand Equity With Laugh Out Loud

In line with its “Sharing Happiness” payoff, the nation’s number one non-alcoholic malt drink, Maltina - from the stable of Nigerian Breweries Plc - has unveiled a new activation platform called Laugh.Out.Loud (LOL).
(L-R)Senior Brand Manager Maltina, Wole Adedeji, Chief Executive Officer CorporateWorld Entertainment, Ayodeji Makun, (AY)  Corporate Affairs Adviser Nigerian Breweries Plc, Kufre Ekanem, Chief Executive Officer Laughter Incorporated, Gbenga Adeyinka 1st and the Marketing Manager, Non-Alcoholic Drinks, Sampson Oloche at the Maltina Laugh Out Loud (LOL) briefing in Lagos.

The activation platform was flagged off in Lagos with a sponsorship deal for two of Nigeria’s most exciting comedy shows, AY Live and Gbenga Adeyinka’s Laffmattaz. Both are billed to thrill consumers this Easter, 20th of April 2014 in Lagos and Ibadan respectively.

Addressing a cross section of the media, the Corporate Affairs Adviser, Nigerian Breweries Plc, Kufre Ekanem, spoke on the motivation behind Maltina Laugh.Out.Loud and partnering with the AY live show and Gbenga Adeyinka’s Laffmattaz.

 “Three years ago Maltina was relaunched with the payoff line ‘Sharing Happiness.’ This gives the brand more leeway to ensure that more consumers get to feel the brand at various consumer touch points. Now, Maltina is broadening its ‘Share the Happiness’ message to a broader audience embracing comedy, a very relevant and widely accepted platform via a new campaign tagged ‘Maltina Laugh.Out.Loud’. We are pleased to announce that we are partnering two great comedy shows in happiness: AY Live anchored by AY and Laffmattazz anchored by Gbenga Adeyinka 1st.”

The media briefing which was held at Wheatbaker Hotel, Ikoyi, offered both comedians the opportunity to reinstate their pedigree in the Nigerian entertainment industry while also maintaining that Maltina LOL would heighten the relevance of their shows.

On the relevance of the shows, Ekanem said that AY Live has been voted the comedy event of the year for the last three years, and has gained a large following on social media. Also, “Laffmatazz, the Gbenga Adeyinka & Friends Comedy and Music Concert is an experiential platform for the whole family which features notable Nigerian entertainers in its fourth edition, tagged ‘The Evolution.’

Nigeria’s premium non-alcoholic drink, Maltina, will play host to these two shows on Easter Sunday. AY Live Happiness edition will hold at the prestigious Eko Hotel and Suites. Other comedians and music artistes like I Go Die, Gordons, Elenu, Apkororo, Helen Paul, Funny Bone, Osama, Pencil, Ajebo, Shina Peters, Tiwa Savage, Kcee, Davido, J. Martins, Oritshe Femi, Harry Song and others will be performing live in Lagos. Also, GbengaAdeyinka1st will be rocking Ibadan at ‘The Kings are coming’ as Ali Baba, Tu Face Idibia, Julius Agwu, 9ice, M.I, Laffup, Okey Bakasi, promise to thrill consumers.

According to the Marketing Manager, Non-Alcoholic, Sampson Oloche, Maltina LOL is an extension of the Maltina brand’s wish to share happiness to consumers. ‘‘This comedy show is our continued effort to put smiles on the faces of our teeming consumers. We are happy to be identified with AY Live and Laffmatazz. The comedy show just makes the bubbles of sharing happiness even bigger.”

In his remark, AY expressed happiness for the sponsorship of Maltina and promised a bigger and better comedy show this Easter. ‘‘The AY Show has been received warmly by Lagosians but I have laboured frantically behind the scene in the previous editions to make it a success. However, with Maltina LOL coming to my rescue, I can assure my fans of nothing but pure happiness. I have prayed and waited for this opportunity because we have not had corporate sponsors in the past. The AY Live can only get better with Maltina in the mix.”

On the other hand, Gbenga Adeyinka 1st remarked that the South West of Nigeria should expect more exciting moments with Laffmatazz. “It is my desire to take comedy to an uncharted course in the South West of Nigeria. This year is going to be awesome as 32 artistes will be on stage in Ibadan. I am pleased with the collaboration of Maltina Laugh.Out.Loud.”


  1. Maltine fun sharing makes it my favourite.

  2. I dot my cap for this great brand. Refreshing lives through brand engagement

  3. Maltina on top