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Nigerian Breweries brands shortlisted for prestigious EMEA SABRE Awards


Four of Nigeria’s biggest beer brands, Goldberg, Gulder, Desperados and Star Radler have been nominated in different categories at the 19th edition of the annual SABRE Awards.

The brands, all leading lager and radler brands brewed by the country’s pioneer and largest brewing company, Nigerian Breweries Plc., were nominated in the Purpose Driven-Branding, Word of Mouth, product placement (Entertainment Vehicle) and Africa award categories.

Organised by PRovoke Media, the annual SABRE Award recognizes and accolades PR agencies,  campaigns,  and individuals for superior achievement in branding, reputation, and engagement in Europe, the Middle East, and Africa. It shortlisted 400 campaigns from a staggering 2,000 entries.

Speaking on the multiple nominations, Cluster Media Lead – West Africa, Nigeria Breweries Plc, Wasiu Abiola,  expressed enthusiasm saying,

“The SABRE Awards EMEA serves as a platform to recognize outstanding achievements in the domain of strategic communications across the designated regions. Withthe submitted entries, it is clear that the past year has witnessed an unprecedented level of excellence and we are humbled to have received nominations for four of our campaigns.”

Goldberg, one of the biggest beer brands in the country, was nominated in the Purpose Driven-Branding category for its socially impactful campaign – Omoluabi Day. The campaign celebrates individuals who have stayed true to the Yoruba tradition of hardwork and good character home and abroad. It competes with international brands such as Ketchum UK, and SEK in the category.

Desperados was also nominated in the Word of Mouth award for its Desperados Collective campaign which saw a spike in positive perception as well as unaided awareness and engagement during the campaign;.

Star Radler on the other hand was nominated in the Africa category for its relaunch campaign that earned positive sentiments for the brand across owned, shared and third while Gulder was nominated for Product Placement (Entertainment Vehicle) award for its exceptional Gulder Ultimate Search campaign that generated over 50 million media impressions via digital, print and social.

The winners of the 2023 SABRE Awards EMEA, will be revealed on March 23rd, 2023 at the esteemed Gesellschaftshaus Palmengarten in Frankfurt, Germany.


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