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. Launched into Nigerian market in 1976 as the 2nd malt drink and the 1st locally produced malt drink to exploit the increase in the demand for food replacement/nourishment drinks
. At that time, Maltex was sold as a blood tonic, primarily through drug stores.
. Initially introduced as “Maltona”, it was changed to “Maltina” in 1977 due to a pre registered product with a similar name
. Maltina was initially launched in 4 test markets - Kaduna, Zaria, Kano and Jos in the former Northern sales region.
. Maltina was introduced with a clear vision – to become and remain the nation’s leading malt drink brand.
. For more than 30 years, Maltina has maintained this leading position, through a programme of aggressive & consumer-led marketing strategies, particularly in the areas of product innovation and advertising. |
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. 1st locally produced malt drink in Nigeria
. 1st to be enriched with multi-vitamins (This was necessary to distinguish Maltina has the most nourishing malt brand)
. 1st to introduce variants - Strawberry & Exotic Fruits
. Another variant (Pineapple) introduced (The introduction of Maltina variants was to exploit consumer need for an ‘affordable source of natural fruit goodness’)
. 1st to be fortified with vitamin A (This was included in the multi vitamin fortification in line with the superior nourishment strategy)
. 1st to come in a handy Tetrapak - Maltina Sip-It (This was developed to exploit on-the-go consumption moments. Tetrapak was used due to the unavailability of cans)
. Discontinuation of Maltina variants (This was done primarily due to a lack of clear differentiation)
. Can packaging introduced (This was done to exploit the pack type which had become acceptable for consumers for on-the-go consumption moments)
. 1st to fortify with calcium (to reinforce nourishment content) |
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. Maltina was launched into the Nigerian market in 1976 as MALTONA. It was launched on the energy platform and positioned as a ‘pick-me-up’ drink for tired consumers who needed to replenish.
. New advertising was developed which repositioned Maltina as a “refreshing drink for lively living” with the campaign slogans: “Have a taste of lively living” and “Have a Maltina today”
. Re launched as a nourishing food drink. Maltina was enriched with essential vitamins B complex and C in addition to its natural ingredient base. The “Extra Quality” claim on the new body label emphasized Maltina’s superior nutritional content. The relaunch Advertising Campaign for Maltina was hinged on the care platform with slogan “Maltina cares for you” whatever your age or the occasion.
. Maltina became the first malt drink to introduce fruity variants with the introduction of two new variants – Strawberry and Exotic Fruit (natural apples, banana, orange, lemon and blackcurrant). The multi-media launch campaign message projected Maltina as the malt drink that “cares in a variety of ways”.
. Maltina Pineapple variant joined the family. Further addition of minerals and vitamins B1, B2, B3, B6 and K reinforced Maltina’s superiority as the best provider of malt drink goodness.
. Maltina exploited new market opportunities with the introduction of Vitamin A. Maltina became the first malt drink in Nigeria to deliver additional benefits of improved vision and supple skin.
. Launch of Maltina Sip-it, same superior Maltina nourishment in handy tetra parks.
. Launch of the ‘BIG n BOLD’ to 33cl bottle – offering consumers an added 5cl of nourishment. The new bigger bottle came complete with a new back and belly label. Maltina Re-launch Advertising re-positioned Maltina as the brand that delivers superior “Nourishment for life”. Nourishment for an active, vibrant life and for all.
. Maltina Dance All, the biggest family dance competition in Nigeria was launched. Ten families, selected across Nigeria, learn and perform a variety of dance styles as they compete to become the top dance family. |
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2003 - new body and neck label introduced (this was done to infuse freshness to the packaging which bottle type had remained the same since its introduction in 1976)
2006 – with Project Bold, a new 33cl bottle & labels came into being (The industry standard bottles were either 33cl or 30 cl. Maltina in a 27cl bottle was considered too expensive and this was affecting the market share. Therefore to address this the bottle was changed to 33cl to address the declining value and quality perception) |
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