E-Malt.com News article: Uganda: Uganda Breweries reaffirms Bell Lager superior quality

Bell Lager has reaffirmed commitment to quality through a new campaign, “Experience the true quality”, The New Vision reported February 11. The communication campaign innovatively articulates the benefits of the drink through the four senses of sight, sound, smell and taste.

“There are few brands that can use these senses to reaffirm quality. This is a unique way of making a quality statement,” Suzanne Mpanja, the company’s brand marketing manager, told a press conference at the Kampala Serena Hotel on Friday.

She added: “The new integrated quality campaign, which is the first in innovative brand communication, captures the product credentials and reaffirms Bell Lager’s superior credentials in a direct, confident and consistent manner, dwelling on the common and irrefutable product facts already known to the consumer.”

Mpanja emphasised that through the four senses, the consumer is expected to tell the original Bell Lager by seeing, hearing, smelling and tasting it.

“How do you know good quality? It is through the four senses.” she said.

“It is the first time a brand is coming out to reaffirm its quality as a mark of differentiation,” Mpanja said. “Our consumers already attest to Bell’s quality. “That is why we intend to make it easy for them to recognise Bell Lager’s superior quality,” she told reporters.


14 February, 2007