Life Continental Lager beer has unveiled its new packaging design, and an all-new campaign to accompany the product’s new look. Revered for its unique cultural identity, Life Lager is one of the biggest beer brands in the country, and the refreshed packaging reflects its progressive traits as it continues its dominance in the beer category.
On Friday, May 1, 2020, the brand held a virtual unveiling of its exciting new bottle and can designs. The unprecedented social media launch had thousands of viewers connected. Life beer Brand ambassadors Phyno and Flavour alongside another Igbo music artiste WAGA-G, unveiled the exciting new bottle to consumers through an ingenious Instagram Live Launch during their weekly show, the Beer Parlour Conversations. During the interactive session, the Ambassadors gave their fans a personal review of the new packaging design features, symbolism with the brand’s Eastern roots and its progressive forward-looking people
The new-look Life beer bottle and can packaging has been rolled out across all stores and sales outlets nationwide, while the old product packaging will continue to be available till it gradually phases out, leaving the same beer and same great taste in a new and exciting packaging design.
As its name suggests, Life Continental Lager, popularly called ‘Mmanaya Ndu’ in the southeast, embodies the essence of being alive and promotes the heritage of progress.
From its humble beginnings in Onitsha in 1983, Life Continental Lager has evolved positively over time to a distinguished beer brand with a unique and refreshing taste so expertly brewed to give a rich, crisp distinctive taste for that rich satisfaction. Its uniqueness sets it apart and spurs the current customer loyalty the brand enjoys. This new package symbolizes progress for the beer brand while retaining that same great taste it is known for.
On the new package, brand ambassador Phyno shared his excitement stating that “this new packaging embodies everything that makes me a proud Igbo man, it is not every day you find a beer that represents your roots and cheers you on to progress.”
Speaking on the new look, Flavour stated “I’m really proud to be a part of this, Life is more than a beer. It’s a symbol of the progressive nature of our people. I am glad to see the beer in this new look.”
The new-look of Life Lager Beer has five distinct features that have deep-rooted meanings linked to the essence of the brand. The symbolic features include the Golden crown, a recognition of the market leadership stature of the brand and resilient spirit of the consumers. The Shield of Life which affirms the value of self- preservation in all life’s pursuit, the golden Sun Rays that paint the picture of a bright future, and the very prominent Niger Bridge symbolizes the comforting promise of a home and moving forward to progress Also label features the unique the repeating patterns synonymous with the ‘Okpu Agu’ traditional Igbo native cap, celebrates the people’s love for self-expression and progress as the essence of Life.
The launch of the new Life Continental Lager bottle and can was followed by the unveiling of a new campaign tagged ‘NDU KA’ which means ‘Life is more Important’. The campaign seeks to pass a strong and relevant message of hope, encouraging the consumers to be resilient, stay home, stand strong and prioritize the importance of self-preservation, especially in these uncertain times. The key message from the brand is Life is more Important, because only when there is life can there be progress, and every opportunity to embrace the journey of life is to be embraced.