Nigerian integrated marketing communication (IMC) recorded another first in the global arena when the largest advertising poster was unveiled in Enugu by Gulder, from the stable of Nigerian Breweries (NB).
Measuring 5,367 square metres, it was spread out at Michael Okpara Square to break the record of a poster measuring 4,793.65 square metres displayed in India on June 27, 2015.
The size of the poster was confirmed by a chartered quantity surveyor, Nath Agu; and a lawyer, Onyekwuluje Ogochukwu, legally affirmed the measurement and size.
The poster kick started the 2015 edition of the Gulder National Consumer Promotion.
Enugu State Governor, Ifeanyi Ugwuanyi, represented at the event by his Commissioner for Commerce and Industry Commissioner, Sam Ogbu-Nwobodo, commended the feat.
He said: “Indeed, this is a very momentous feat and I applaud Nigerian Breweries, makers of Gulder, for choosing Enugu as the take off point for this milestone event.
“Enugu has also been one of the most lucrative tourist destinations for businesses. By implication, Enugu will also be in the Guinness book of world records for hosting this event.
“In Enugu, there is a continuous drive from the government to provide adequate security for forward-thinking companies like Nigerian Breweries.”
Since its launch in 1970 as Nigeria’s first lager brand packaged in a brown bottle, Gulder has blazed the innovative trail, achieving milestones.
The brand organised Nigeria’s first reality TV show, the Gulder Ultimate Search, and Gulder’s current packaging is regarded as the most innovative bottle in the country.
NB Managing Director, Nicolaas Vervelde, recounted Gulder’s stride in the beer market and the company’s choice of Enugu as the rallying point.
“Since the commissioning of our second brewery in Aba in 1957,” he recalled, “the South East has been a solid base for our operations and a veritable home to our brands.
“It is in continuation of this robust relationship with the South East that we are here in Enugu courtesy of Gulder the ultimate lager beer.
“The Gulder Ultimate Poster is an attestation to the Ultimate beer and the Ultimate Man who stands up to be counted with his beer.”
Vervelde described Gulder’s feat as a testament to NB’s commitment to winning with Nigeria.
“This commitment covers all aspects of our investments, our footprint, our people and our socio-economic impact.
“As Nigeria’s leading brewing company, this feat showcases Nigeria Breweries Plc’s continuous commitment to expanding the frontiers of consumer promotion in the history of Gulder with over four million prizes to be won.’’
