Trophy, a popular lager on the stable of International Breweries Plc, a proud part of the world’s largest brewer, Anheuser-Busch InBev, (AB InBev)has launched a campaign, #RaiseATrophy, aimed at supporting Nigeria’s national team at the 2018 FIFA World Cup holding in Russia.
The campaign is undergirded by the belief that when confronted by challenges, Nigerians have always risen to the occasion and achieved the impossible as evidenced by its being the first African team to win the football Olympic gold medal, among other feats.
Speaking on the thrust of the campaign, Marketing Director, International Breweries Plc, Arne Rust, noted that, “the #RaiseATrophy campaign is a demonstration of the fact that Trophy lager believes in Nigeria and the affirmation that the country can brave the odds to bring home the ‘Trophy’. This campaign is also consistent with our brand’s position as primus inter pares, the pride of the west and widely accepted as the Honourable beer that’s deeply rooted in the region’s socio-cultural values, and loved by consumers because of its distinctive taste and quality.”
As part of activities driving the campaign, Trophy lager unveiled the biggest world cup trophy monument at the National Stadium in Lagos on the 14th of June 2018. The monument was built with Trophy cans, it is a spectacular edifice that catches the attention of sport-loving Nigerians.
The brand has also launched other initiatives such as the Belief Anthem, a catchy and inspirational jam that encourages the national team to ‘Bring Back the Trophy’, composed and produced by the award-winning beat maker Cobhams Asuquo and performed by Adekunle Gold, Mayorkun, and Oduniyi Tope aka Tipo (a promising upcoming artist). The anthem, which has reignited belief in football fans, has generated a lot of buzz on social media and currently enjoying heavy rotation on radio stations across Nigeria.
On his part, Marketing Manager, Trophy lager, Funso Elubeku, stated that, although there is a resurgent belief around the National Teams’chances of doing well at the FIFA World Cup. Very few Nigerians have any expectation of Nigeria going all the way, and with good reason as no African team has ever gotten to the semi-finals of the competition, let alone win it. He stated further that a final victory is not beyond the National Team, and no one should consider it impossible that the team will go all the way to lift the Trophy.
“The true test of patriotism is when fans stand together and believe their team will honour the occasion by rising to the challenge no matter who the opponent may be. Through the #RaiseATrophy” campaign an unprecedented wave of belief will be ignited amongst fans.”
Buoyed by former US President Obama’s belief-inspiring campaign theme, Yes We Can, Trophy launched the Beliefometer, a digital-driven engagement on its Facebook page @trophylager where Nigerians can showcase their belief in the Nigerian national team and also download the Raise A Trophy Anthem.
Some International brand experts have hailed the #RaiseATrophy campaign, positing that it will ignite an unprecedented wave of belief amongst fans via the various symbolic gestures it provides while reinforcing the value of demonstrating belief in the team to rise to each challenge as the honourable thing to do.