Bralirwa scoops Heineken’s brand building award - By New Times on 14/12/2010

By Gertrude Majyambere

Bralirwa has won Heineken’s prestigious “Brand Building Award” for its nationwide activation and celebration of Primus’ 50th anniversary last year.

The activation pushed Primus to a continued growth of over 20 percent and significantly impacted on and improved the Primus brand strength and equity.

The awards was open tor all Heineken operations in the world, where Bralirwa was selected and invited to the gala in Amsterdam as one of the 15 finalists, and honoured with award for the category brand activation.

Some of the activations mentioned included the big under-the-crown consumer promotion that ran from May until August, giving consumers a chance to win a car and other prizes, the road show truck which executed over 37 road shows across the country.

The brand building awards recognised five different categories commercial initiatives including brand innovation, brand communication, brand activation and customer marketing.

“We are very proud to have won this award. It is a great achievement and recognition for Bralirwa, and even Rwanda,” Alexander Koch, Bralirwa’s Commercial Director said, yesterday, while announcing the award, during a press conference.

He added that the award confirms that Bralirwa is living up to its mission to be a world-class beverage producing company.

“We will continue to put our consumer at the heart of all our activities and lead the game in the promising Rwanda market,” he said.

According to a press statement, the jury awarded the initiatives that show the best combination of strategic thinking, creativity, execution and results.

The first of its kind, the brand-building awards was open for all Heineken operations in the world and attended by over 200 senior commercial managers from Heineken worldwide, and included Heineken’s CEO, Mr Jean Francois van Boxmeer. The new initiative has the objective of rewarding commercial initiatives which build stronger brands.

Heineken operates in more than 170 countries worldwide, making it the world’s most international beer brand.



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