BrandArena: Maltina Dangles N14Million As Dance All 8 Commences

Tuesday, 24 June 2014

Maltina Dangles N14Million As Dance All 8 Commences

In what is bound to be a very exciting year for Nigerian consumers, families and dancers, Maltina, the premium non-alcoholic malt drink from the stable of Nigerian Breweries plc has set the stage for season eight of the popular family dance show, Maltina Dance All (MDA). The 2014 edition tagged “The Rhythm of Happiness” will chronicle a new dance style known as Rhythm of Happiness Dance (ROHD).

Renowned for “sharing happiness” and promoting togetherness with friends and loved ones,the MDA is the consumer engagement and experiential marketing platform that the brand deploys to resonate with esteemed consumers and the society in general.

Prior to the commencement of the Press parley, the Atrium of the Silverbird Galleria in Lagos suddenly changed when a group of dancers stormed the stage with unique dance styles to the admiration of the audience. Known as “The MDA All-stars,” the group is made up of past participants of the show from inception to 2013. Their moves caught the attention of movie goers and shoppers instantly as their dancing steps were energetic and highly entertaining.

As attention was riveted on them it was not long before it became apparent that it was a prelude to the popular family dance show, Maltina Dance All (MDA) season eight.

Speaking after the dance presentation Mr. Kufre Ekanem, Corporate Affairs Adviser, Nigerian Breweries plc said “the dance performance we have just seen is a tip of the iceberg from this season of Maltina Dance All. As we all know, it is the foremost experiential and sponsorship platform of the Maltina brand renowned for promoting togetherness with friends and loved ones. The TV show, which made its debut in 2007, has remained Nigeria’s first and only family dance TV show featuring families from various regions across the country.”
MDA 8 is here... Hurry!

He added that the show is “about the emotions, excitement, fun and the unbreakable bond that ten families will showcase when they challenge themselves by learning and performing various dance styles in the famous Maltina Dance All academy.”

Reminding the audience of the uniqueness of each edition, Ekanem said each year comes with a unique theme that drives the activation. “For instance, the theme for Season 5 was the ‘Biggest Maltina Dance All,’ Season 6 was the ‘Most Spectacular MDA’ and Season 7 was ‘The Evolution.’ This year, distinguish gentlemen of the press; we present to you the Maltina Dance All Season 8 “Rhythm of Happiness.”

On what is up for grabs for this year’s edition, the Corporate Affairs Adviser said the winning family will go home with the grand prize of a whooping sum of N10 million. The first and second runners up will also get N3 million and N1 million respectively. This is a considerable increase from the N6 million, N1 million and N500, 000 won last year by contestants.

He reassured consumers and Nigerians that the show will still be about “the unbeatable fun and the unbreakable bond that ten families will showcase when they slug it out learning and performing a variety of dance styles in the famous Maltina Dance All Academy.”

Also speaking, Mr. Adewole Adedeji, Senior Brand Manager Maltina stated that building any brand is a very long journey, “We are glad with the evolution of the Maltina brand over the years and the impact it has made thus far. We are also very excited about what season eight of MDA have in store for us. You will agree with me thateight years is a long time for a show to still be relevant and we’re very glad that Maltina, through MDA, continues to bring the brand experience of sharing happiness and fun to the consumer.  The MDA “Rhythm of Happiness” edition will be refreshingly unique because we put a lot of work into it. Every year there is something bigger and better.”

He stressed that the Maltina brand is all about “sharing happiness” and creating emotional connection with consumersacross various consumer touchpoints like comedy, carnivals and others. “This time around, it is through families because families and dance are two winning components in the Nigerian environment. Nigerians love to dance and Maltina has provided the platform which also nourishes millions of Nigerians in the process. It remains the most fortified and biggest malt drink in the market.”

The show proper will be preceded by regional auditions which will kick off in Port Harcourt at the Atrium Event Center on July 18th - 19th; Lagos - National Theatre on July 24th - 26th and Abuja - Nicon Luxury Hotel on August 1st – 2nd.Interested Nigerians can go online and register at or they can register at the venues of the auditions for a chance to participate. They can also visit for more information.

During these regional auditions respective family members also stand a chance to win any of the numerous regional dance competition prizes; Generating sets, Flat screen TV sets, Home theatre systems and lots of refreshing Maltina drinks.

The TV show will be aired from September 7 this year on major TV networks with videos uploaded on YouTube and Facebook. Also, viewers can participate and win fabulous prizes through the interactive SMS platform during the show.

It would be recalled that the 2007 edition produced the Onye family as winners; in 2008 it was the Opuwari family that carted away the star prize; in 2009 the nation’s best dance family were the Ibiams, in 2010 the Adejoh’s held sway and in 2011 the Ekubo’s showed Nigerians why they were crowned the number one dance family. In 2012 the Greens were crowned the best dance family with the unforgettable swinging moves of Opus and his sister. The Briggs family won the 2013 edition.

Since its introduction into the Nigerian market in 1976, Maltina has evolved to become the Nation’s number one malt drink with high quality natural malt drink, fortified with essential vitamins and minerals. This affords the entire family with the vitality and superior nourishment necessary for their daily activities - including those special fun moments shared with friends and loved ones.

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