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Maltina: SAP Might as Well do its Worst!
- By Ikem Okuhu
- Published May 11th, 2010
- BrandWorld
- Unrated
Client : Nigerian Breweries
Product : Maltina
Medium : Outdoor
Agency : N/A
IN a previous edition of this column, we had written about the use of superlatives by two of Nigeria’s malt brands, Malta Guinness and Maltina. In a bid to win mind and market share, both brands had initiated campaigns that clearly breached the rules guiding advertising in Nigeria as in most other parts of the world.
While Malta Guinness had said it was “Naija’s Number one,” Maltina had in various print and outdoor ads claimed it was the “Nation’s Number one.” And we picked on them based on regulations. And we said it was against the rule. And we even went as far as getting the Chariman of Advertisers Standards Panel (ASP), Sesan Ogunro to give regulatory voice to this breach. And Sesan said both brands have been asked to withdraw the campaign.
April 2010 has faded into history and while we have stopped seeing ads by Malta Guinness making this claim, Maltina seems really determined to continue with the unverifiable claim.
On Lagos’ Third Mainland Bridge, precisely at the Adeniji Adele intersection, there is a road-sign billboard that has Maltina still announcing to the thousands of people that commute that way daily that it is still the “Nation’s Number One.” Just in case the brand had forgotten, let us mention again what the regulator had to say on this. In the story we published then on this issue, Sesan Ogunro had said unequivocally that, “Concerning the Maltina and Malta Guinness number one claim, the ASP stepped into the matter and resolved it. The two parties had been called to order. The reason being that the no.1 claim has been abused.”
Well, it does seem that Maltina is determined to continue this “abuse” as could be seem in the picture above!
Product : Maltina
Medium : Outdoor
Agency : N/A
IN a previous edition of this column, we had written about the use of superlatives by two of Nigeria’s malt brands, Malta Guinness and Maltina. In a bid to win mind and market share, both brands had initiated campaigns that clearly breached the rules guiding advertising in Nigeria as in most other parts of the world.
While Malta Guinness had said it was “Naija’s Number one,” Maltina had in various print and outdoor ads claimed it was the “Nation’s Number one.” And we picked on them based on regulations. And we said it was against the rule. And we even went as far as getting the Chariman of Advertisers Standards Panel (ASP), Sesan Ogunro to give regulatory voice to this breach. And Sesan said both brands have been asked to withdraw the campaign.
April 2010 has faded into history and while we have stopped seeing ads by Malta Guinness making this claim, Maltina seems really determined to continue with the unverifiable claim.
On Lagos’ Third Mainland Bridge, precisely at the Adeniji Adele intersection, there is a road-sign billboard that has Maltina still announcing to the thousands of people that commute that way daily that it is still the “Nation’s Number One.” Just in case the brand had forgotten, let us mention again what the regulator had to say on this. In the story we published then on this issue, Sesan Ogunro had said unequivocally that, “Concerning the Maltina and Malta Guinness number one claim, the ASP stepped into the matter and resolved it. The two parties had been called to order. The reason being that the no.1 claim has been abused.”
Well, it does seem that Maltina is determined to continue this “abuse” as could be seem in the picture above!
