Bralirwa wins prestigious Brand Building Award

During last Thursday’s Brand Building Award gala in Amsterdam, Bralirwa won the prestigious Brand Building Award for its nationwide activation and celebration of Primus’ 50th anniversary in 2009. The special gala was attended by over 200 senior commercial managers from Heineken worldwide and included Heineken’s CEO Mr. Jean Francois van Boxmeer.
This is the first year Heineken organises the Brand Building Awards, an initiative of the new Chief Commercial Officer Mr. Alexis Nazard, with the objective of rewarding commercial initiatives which build stronger brands. Heineken is the worlds 3rd largest brewer and has over 200 beer and cider brands.

The Brand Building Awards will award commercial initiatives in 5 different categories:

  • Brand Innovation
  • Brand Communication
  • Brand Activation
  • Customer Marketing
  • Heineken brand

The jury has awarded those initiatives showing the best combination of strategic thinking, creativity, execution and off course results. The Brand Building Awards was open for all Heineken operations in the world. Heineken is present in more than 170 countries worldwide, making it the world’s most international beer brand. After the pre-selection, Bralirwa was finally selected and invited to the gala in Amsterdam as one of the 15 worldwide finalists. During the gala it was unveiled that Bralirwa won the Award for the category Brand Activation.
Bralirwa nominated the activation of Primus’ 50th anniversary in 2009. These activations included the big under-the-crown consumer promotion that ran from May until August, giving consumers a chance to win a car and thousands of other prices; the specially constructed roadshow truck which executed over 37 roadshows all over the country, enabling Bralirwa to keep its promise to involve the whole country in Primus’ anniversary celebrations; the specially produced Primus solar lights, lighting up thousands of Rwandan households, replacing expensive, dirty and dangerous kerosene lamps; all leading up to the big climax event in Amohoro stadium including both local and international artists such as JB Mpiana and P-Square, Rwanda’s first ever lasershow and a massive closing fireworks. All of these activities under the title: Primus 50 year, GUMA GUMA, a slogan that was directly and widely embraced by the Rwandan consumers. The activation pushed Primus to a continued growth of over 20% and significantly impacted and improved the Primus brand strength and–equity.
“ We are very proud to have won this award. It is a great achievement and recognition for Bralirwa and even Rwanda. It confirms Bralirwa is living up to its mission to be a world class beverage producing company”, says Alexander Koch, Bralirwa’s Commercial Director, “ We will continue to put our consumer at the heart of all our activities and lead the game in the promising Rwanda market.”

Related articles

Bralirwa scoops Heineken’s brand building award by New Times (14/12/2010)



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