Guinness Nigeria’s Experiential Gameshow property Maltavator, has successfully ended with winners being announced. Melvin Enoch from Lagos, was announced as winner of this season’s contest alongside four other contestants.
According to the sponsor, Malta Guinness, a premium non-alcoholic drink of Guinness Nigeria, the six winners who include Abdullahi Azabo Ibrahim (Abuja), Ogechukwu Eudora (Lagos), Michael Ehiene (Abuja) and Otobong Idoresit (Lagos), will represent Nigeria at the Maltavator Challenge Pan-African Tv Show and will vie for a cash prize of $20, 000.
Maltavator is an owned Pan Africa gameshow property from the stable of Diageo designed as an activation platform, to strengthen the Malta Guinness positioning and equity. Malta is marketed as a brand that that nourishes the mental and physical capacities of its target consumer through the vitality or vitamins it offers.
The Malt category has witnessed intense rivalry between the two leading players; Malta Guinness and NB plcs’ Maltina, with both brands adopting significantly different experiential propositions. Maltina has been seen to traditionally sponsor comedy shows, the popular Maltina Dance All activation platform as well as recognition of teachers Pan Nigeria.
Past strategic product initiatives such as the launch of Maltina in a PET bottle option and Malta Guinness’s consistent investment in cold serve infrastructures as well as special and social event activations particularly in the northern part of Nigeria had fuelled the category dynamic in the past as did the strategic moves on both sides to re-establish low sugar credentials through the introduction of herbal flavours and other initiatives in line with the demands of the regulatory environment. The Maltavator Challenge must therefore be viewed as another strategic brand initiative to further establish the Malta Guinness credentials as an active nourisher, which is likely to attract a significant competitive response.
The finale of Season 2, was held last Saturday at the Indoor Sports Hall of the Teslim Balogun Stadium, Surulere, Lagos, after having toured Abuja, Ibadan, Enugu and Benin.
Contestants were tested through different obstacle courses to ascertain their agility, strength, physical and mental abilities.
Senior Brand Manager, Malta Guinness, Ifeoma Agu, who revealed the brand’s plans for the forthcoming Regional finals mentioned that the six contestants will represent team Nigeria at the pan-African show which will have Nigeria, Cote Ivoire, Cameroon, Ethiopia and Ghana competing for the title of Maltavator in Africa as well as the $20,000 prize money.