Maltina: Engaging youth with an aging brand

Maltina, a non-alcoholic malt beverage in Nigeria, launched a campaign to appeal to a younger demographic with new packaging and modern flavour.

Campaign details

Brand: Maltina Brand Owner: The Heineken Company Agency: Noahs Ark Market: Nigeria Author: Adedeji Adeleke

Background

Running up a slippery slope

There are only a handful of countries that command the size of consumer population and by extension “share of throat” that Nigeria does, bordering around the 200 million mark. And historically, the malt category has had a healthy and ever-growing sha