2013-12-16Staff Report 2 WINDHOEK - Premium beer brand Windhoek Lager announced the launch of a new Pan-African advertising campaign featuring football legend Didier Drogba, as the campaign celebrates the story of a beer from Africa that has grown to be celebrated and loved world-wide and draws comparison to a man who has followed a similar journey. “Windhoek Lager is a true African success story,” explained Jacqueline Pack, Senior Brand Manager – Windhoek Trade Mark, at Namibia Breweries Limited (NBL). “We’ve chosen to keep brewing to the original recipe and method according to the purity law, despite there being easier and cheaper ways to brew beer. It means that we can deliver exceptional quality, taste and purity, which results in a premium and world class product that wins gold medals internationally,” said Pack., The advertising campaign was developed when the brand team looked for ways to bring the story of a world class beer from Africa to life. They looked for a world class African hero that they could partner with as an ambassador for the brand, and researched what values and criteria should be considered. The results that were fed back to them from Windhoek Lager consumers suggested that to be a world class African hero one needed to be humble and authentic. But more important than their career achievements, was the way that they conducted themselves and their involvement and commitment to their home country, along with their reinvestment to their community, despite being successful on world stage. The search led the brand to Didier Drogba. “Drogba shares the same values and conviction that we do. Not only is he a proudly world class African, but he has also kept it real, prioritizing the important things in life above triviality and the temptation to do it easier. His authenticity and strength make him a man that Windhoek is proud to be associated with,” continued Pack. “Through the partnership with him, and the telling of his story, our aim is to encourage Namibians to taste Africa’s World Class Beer and to show that nothing comes easy – it takes determination and hard work to achieve great things.” The partnership will see Drogba appearing in a TV commercial, as well as posters, billboards, and other advertising collateral for the brand. Plans are also being developed to bring him to Namibia to meet Windhoek Lager fans. Commenting on the campaign, Didier Drogba said that he was excited to be partnering with Windhoek Lager. “It’s great to see an African beer become so popular in so many different countries. I look forward to visit the Namibian shores soon to see the home of Windhoek Lager.” Didier Drogba is one of the most successful African footballers in history. His career began in France playing for Le Mans, Guingamp & Marseille, but it was his move in 2004 and subsequent career at Chelsea for which he is probably best known. During Didier’s time at Chelsea, he made 341 appearances, scored 157 goals and in his first season helped the club win their first league title in 50 years. He scored more goals than any other foreign player at Chelsea and is the club’s fourth highest goal scorer of all time. In his eight years at the club, he won three Premier League titles; four FA Cups; two Carling Cups; and the UEFA Champions League. In 2012, he scored his 100th Premier League goal and was the first African player to reach this milestone. He became the only player in history to score in four separate FA Cup finals and in October 2012 he was voted Chelsea’s greatest ever player by the club’s supporters. Didier now plays for Turkish side Galatasaray and has already led the club to victory in the Turkish League. Didier has played for Cote d’Ivoire’s national team since 2002, becoming captain in 2006. He is the country’s all-time top goal scorer with 61 goals. He led Côte d’Ivoire to the 2006 FIFA World Cup, their first ever appearance at the World Cup. He also captained them at the 2010 World Cup, and this year they qualified for their third World Cup appearance in Brazil 2014. Drogba was also captain of the Cote d’Ivoire sides, which reached the final of the Africa Cup of Nations in 2006 and 2012. He was twice named African Footballer of the Year in 2006 and 2009. In 2013 he became the first African Footballer to win the prestigious Golden Boot. Didier is a United Nations (UN) Ambassador and founder of the Didier Drogba Foundation, which is currently building clinics in the Ivory Coast. By Staff Reporter 2013-12-16Staff Report 2
