Goals and objectives
Beyond reintroducing its flavoured malt variants, Maltina aimed to shift consumer perception of the brand from traditional and classic to cool, exciting, and youthful. The campaign sought to reinvigorate the malt beverage category by infusing it with energy and relevance, particularly among younger consumers. The objective was to drive trial and acceptance of the Pineapple and Vanilla variants, while building on the brand’s core message of inspiring joyful connections. For this campaign, the narrative evolved to encourage consumers to break out of their daily routines and share genuine moments of happiness with loved ones. This approach was rooted in the insight that Nigerian youth, often burdened by the daily hustle, crave small moments of relief—what Maltina positioned as “a little needed flavour” to brighten their day.
Surprising Insights
The campaign revealed a surprising truth: Nigerian consumers are not only ready for high-concept advertising—they crave it. The success of the CGI execution challenged the notion that such creativity is only feasible for international markets. It also demonstrated that virality in advertising doesn’t always require a massive media budget; authenticity, innovation, and timing can be just as powerful. Additionally, the campaign highlighted the importance of aligning supply chain readiness with marketing efforts. A great idea can only succeed if the product is available to meet the demand it generates.