La Casera Excites Consumers with ‘Thrill Trail’ Activation. …Unveils Biggest CSD Bottle

The La Casera Company Limited, makers of La Casera - the leading carbonated soft drink brand in Nigeria is set to excite its esteemed consumers with a two month-long thrill trail
experiential activation. The flag off ceremony for the activation was held on Sunday February 5, 2012 at the popular Bar Beach, Victoria Island, Lagos.

Speaking at the event, the Chief Operating Officer of the company, Mr. Prahlad Gangardharan said that the thrill trail activation is to reinforce the launch of the new ‘Ice Feel’ bottle for La Casera and further endear the brand to its teeming consumers. Prahlad noted that the activation is the first of its kind in Nigeria by any brand in the CSD category with two larger- than - life ‘Ice Feel’ Mobi bottles moving on a trail across 12 cities nationwide thrilling and exciting consumers. The 12 cities include; Lagos, Ibadan, Ife, Ondo Town, Akure Owo, Ikare, Auchi, Benin, Calabar, PortHarcout and Enugu. He explained that the thrill trail activation is the next phase of the year long 10th year Anniversary celebrations for the brand which started last November with the launch of the new bottle and the change of company’s name and logo. Speaking further, the Chief Operating Officer, Mr. Prahlad described the 12 cities thrill trail activation sampling for La Casera as a way of giving back to the consumers for their support and patronage of the brand for the past 10 years of its existence in Nigeria. He restated that The La Casera Company Limited has the biggest and best PET production line in Africa and the brand is better positioned more than ever before to offer quality products and  ackaging to its numerous consumers and stakeholders Also speaking on the activation, the General Manager CBTI, Mr. Dave van Rensburg revealed that the activation is unique with the innovation of the Mobi bottles which are shaped like the new La Casera ‘Ice Feel’ bottle.

“We are creating excitement amongst the consumers in the CSD market and also our innovative ideas would place La Casera in the forefront of the CSD sector in the country and with the campaigns to come, we would cement our position as No. 1 in the market” He said. “La Casera doesn’t place itself in one specific target audience; it involves the young, old and all demographics, we are for everybody. The content is the same, the volume is the same, and now the bottle is better than it was”, he concluded.

February 13, 2012