Maltina: Engaging youth with an aging brand

Adedeji Adeleke

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: MaltinaBrand Owner: The Heineken CompanyAgency: Noahs ArkMarket: NigeriaAuthor: 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 share of that share. But how things change.

For starters, the category had been stagnant – for five years leading up to 2019, category growth was non-existent. For a market leader like Maltina,...

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