Speaking on the campaign, the Group Brand Manager of the Company, Mani Siddartha, said the new theme campaign was designed to increase the bond between the brand and the target consumers in an exciting way. He also stated that the campaign is pivoted on excitement, energy and fun, the three major intrinsic brand offerings of the drink. “The new theme campaign promises to exude a lot of fun and excitement while engaging our consumers. The 'Share Your Story, Be a Star' campaign, is an entirely captivating one with a new twist to it. This is so because at the end of the campaign, the winner gets to star in a Television Commercial”.
Commenting on the Campaign, the General Marketing Manager, CBTI, Gary Carlton, described the Thematic Campaign as thrilling and expandable platform that would build an emotional connection with consumers by encouraging them to share personal and exciting stories for a chance to win prizes, with the final winner starring in a Television Commercial. “Consumers would have the chance to participate in special radio hypes on the 'Share Your Story, Be a Star' campaign in selected popular radio phone-in programmes on leading radio stations in key cities in Nigeria for a duration of 2 month. Consumers are expected to call into the programme to share their story for a chance to be a star.
It would be recalled that the La Casera Apple Story commenced last year as part of the activities lined up to celebrate the 10th year anniversary of the La Casera Apple Drink, which also served as the theme campaign for 2012. The 'Share Your Story, Be a Star' Campaign is a continuation of La Casera Apple Campaign.