Why we are involved in Osun Osogbo festival —Brand Manager, Goldberg

BY AKIN ADEWAKUN

In this interview with AKIN ADEWAKUN, the Brand Manager, Goldberg beer, Mfon Bassey, ascribes his brand’s participation in the on-going Osun Osogbo Festival to the need to identify with the cultural aspirations of its business community.

Why the choice of Osun Oshogbo festival for sponsorship?

It is about being sensitive to the cultural aspirations and passions of one’s operating environment. Goldberg as a brand identifies and celebrates the traditional values of the people. And, interestingly, to the people in this part of the country, the Osun Oshogbo festival is a reflection of their rich
tradition and cultural heritage.  It is about the traditions and cultural heritage of Osogbo people which they hold in high esteem, and I believe a serious brand cannot but be a part of this. 

You will agree with me that, Goldberg is that brand that truly connects with the people through their traditional values, and that is what we are doing with our participation in the festival.

One would have thought your brand would have waited till the grand finale of the festival, like many others, before getting fully involved, but the brand’s presence is highly pervasive at the lighting of the 16- point traditional lamp event at the Oba’s palace recently. Is it that the brand is going the whole hog in its support of the festival?

Here, we believe what is worth doing at all is worth doing well. We are going the whole hog, and the participation at the event is total. For instance, the lighting of the 16-point traditional lamp is done every year as part of the festival to actually mark the liberation of the people of Osogbo from a 16-eye spirit that was troubling the people then. You will agree with me that this has high historical significance. And I think being part of the celebration is in tune with the brand’s DNA.

This is the second year that Goldberg is supporting Osun Osogbo, how far has this impacted on the brand?

I think the impact on the brand has been very significant. We have observed a great improvement in top of mind awareness of the brand in Osogbo, its environs and western region as a whole. More consumers are switching to Goldberg and the answer is simple. Goldberg is a good quality lager beer brand with an attractive price from the stables of the masters’ brewer, Nigerian Breweries Plc. So, consumers now know that they can get a quality drink at very accessible price in the form of Goldberg.

Besides sponsoring the Osun Oshogbo festival, do we expect this kind of support for other festivals in other parts of the country?

Definitely yes. As I said earlier, Goldberg as a brand identifies and celebrates the traditional values of people around the country, and interestingly Nigeria is an entity with very rich cultural diversities. So, wherever we see the opportunity, as long as it aligns with the passions and traditional values of the people, we will use it.