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‘Gulder Ultimate Search Has Impacted the Gulder Brand’ – Marketing Manager

All is set for the 2014 edition of Gulder Ultimate Search, Nigeria’s first and longest running, 100 per cent local content reality TV show. This year, the show enters its 11th Season, having been produced consistently and consecutively since its first broadcast in 2004.

Despite the immense success of the show, the brand handlers have said that the reality TV programme remains a major platform for the Gulder brand which continues to grow the brand.

Mr. Emmanuel Agu, Marketing Manager, Gulder, Legend and Life, Nigerian Breweries Plc., said: “The Gulder brand is experiencing stable growth year on year. Gulder Ultimate Search is still a platform for the Gulder Brand. The impact of Gulder Ultimate Search continues to rise and the popularity continues to grow brand equity.”

According to Agu, Gulder Ultimate Search has impacted the Gulder brand positively. He noted: “Whenever you talk to any beer drinking person in Nigeria and ask if the person knows Gulder, even if the individual cannot remember any other thing about the brand, he will recall Gulder Ultimate Search. Gulder Ultimate Search has helped grow Gulder’s brand awareness. I can tell you that if the return on investment were not positive, we would not be able to sustain the programme. Nigerian Breweries Plc. commits a lot of resources to the production of Gulder Ultimate Search and this is only possible because the brand is very profitable.”

The Marketing Manager also revealed that strong consumer yearning for the reality TV programme remains one of the critical success factors of Gulder Ultimate Search. He added: “We are hosting Gulder Ultimate Search this year because it is still relevant to the lives of our consumers. And that is why we will keep on producing the programme until we get the feedback from the consumers that Gulder Ultimate Search is no longer relevant to them.”

Speaking earlier, Edem Vindah, the Corporate Media and Brand PR Manager of Nigerian Breweries Plc., representing Kufre Ekanem, the company’s Corporate Affairs Adviser, revealed that the deep Aguleri forest of Anambra State will play host to the 11th Season of Gulder Ultimate Search.

Speaking on the programme’s broadcast, Mr. Vindah remarked: “For 28 days starting October 3 to October 30, 2014, we will be entertained by an original Nigerian adventure programme produced to international standards. The daily highlights will be aired on national terrestrial and satellite TV stations.”

While the Ultimate Winner will go home with N10 million and a brand new SUV, the second, third and fourth placed winners will earn N3 million, N2.5 million and N1.5 million respectively. When evicted, the remaining contestants will win various sums, ranging from N1.45 million to N1 million.

Registration for Gulder Ultimate Search is free and interested applicants can log in to to register.

Expantiating on why the brand opted for the Aguleri jungle instead of other locations in Anambra Agu explained: “When we set out to explore possible locations for GUS in Anambra State, we had three places in mind: Ogbunike Cave, Owerre Ezukala waterfalls and Aguleri forest. There were several factors we took into consideration like looking for a terrain with a suitable ambience for the kind of GUS tasks; places that have natural habitats and also with the least human interference and so on. The Aguleri jungle satisfied these criteria.”

Onyeka Okoli, Senior Brand Manager, Gulder, said that the 11th Season of GUS would be fun, exciting and suspense-filled.

He said: “This year’s GUS would be innovative and suspense-filled. There are a lot of things that we are not revealing. We are keeping these secrets because we want you to really pay attention to this year’s edition. These secrets will be unravelled as the show progresses.”

The TV commercial for GUS 11 was also revealed to the media. It featured two past winners, Dominic Mudabai (GUS 4) and Michael Nwachukwu (GUS 5). The commercial depicted them being sent by the Council of Elders to retrieve a long lost object of inestimable value.

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