Since its introduction to the Nigerian market, the Legend Extra Stout and Star Radler brands have always promoted qualities such as authenticity, fun, adventure and self-expression in young people. This is why Erica was chosen as the ambassador for both brands.
To celebrate the festive season and deepen its connection with its consumers and partners in the East, the brands rolled out a homecoming tour with Erica in Abia state. Asides promoting the new look and bold-taste of the newly relaunched Legend Extra Stout, the purpose of the homecoming tour was to increase awareness around the brand’s key message which encourages authenticity and self-expression in young people. Beyond this, it will also be Erica’s first time back home after being away for several years.
On arrival, Erica was welcomed with open arms to the eastern region. As soon as she touched down at the Royal Damgrete Hotel in Umuahia, a cultural dance troupe had already assembled to give her a warm reception with a bouquet of flowers to seed in the royal welcome. Overwhelmed from all the love and affection she received, she revealed how much she had missed her hometown, its culture and her people.
Another exciting part of the tour was her media tour to the Flo 94.9fm where she shared native greetings to her people across the state and why she had returned home with both brands. She mentioned that the brand had decided to visit Abia not just because she hails from the state but because of their contributions to brewing the first batch of the all-new Legend in the Aba brewery as well as the need to celebrate the authenticity and self-expression of her people who are taking bold steps with the ‘Made in Aba’ initiative.
The highlight of the tour was when Erica, alongside both brands, paid a courtesy visit to the State House in Umuahia where the Governor officially welcomed her to the state. Afterwards, she bonded with some of her fans at De Latinos bar in Aba for the Legend Flowzone event.
Sales Director, Nigerian Breweries, Uche Unigwe introducing the brand ambassador to the Abia State Governor, His Excellency, Dr. Okezie Ikpeazu
Brand Ambassador, Erica Nlewedim and the Sales Director, Nigerian Breweries, Uche Unigwe presenting the Legend Torch to the Abia State Governor, His Excellency, Dr. Okezie Ikpeazu at the State Government House during the Legend Homecoming Tour in Umuahia
The Legend Flowzone party saw consumers boldly take up the stage to express themselves freely through singing and dancing during the Legend Flow Challenge. Also, several people emerged winners from the raffle draw, while Erica was gifted with a picture frame and a 3-tier cake by her fans, the Elite League.
Afterwards, the crowd took to their feet, dancing to some of Peruzzi’s biggest hits as he performed on stage. Our favourite part remains the moment where the bold-tasting Legend was mixed with the traditional palm wine at the Legend Mix Bar. It was totally worth the experience.
During the city tour, we could not help but admire Erica as she was driven through the streets of Umuahia waving at her excited fans, the Elite league and passers-by. They could not get enough of the Legendary StarGirl in the city. Everyone wanted to experience the taste of the all-new Legend Extra Stout and there was enough for everyone to take home.
Through it all, one thing remained evident: culture was a uniting force, and in the words of the Sales Director, Nigerian Breweries, Uche Unigwe, “Legend would not have it any other way”.