By Dipo Olowookere
Rite Foods Limited, the makers of the premium award-winning Fearless energy drink, has unveiled a new mantra for the brand, Embrace the Thrill.
In its new television commercial, the company expressed its determination to continue revitalising consumers with its Classic and Red Berry flavours.
In the TVC, the brand motivated its consumers to go beyond their limits and not be laid back by the number of rejections they have received in time past. The new pay-off also encouraged them to be daring and energetic, to exhibit the willpower to excel, be enthusiastic in their endeavours, and be vigorous.
Commenting on the new development, the Assistant Brand Manager for Fearless Energy Drink, Ms Kanyinsola Sangowawa, said the brand is reassuring, through the new tagline, Embrace the Thrill, that it would continue to rejuvenate consumers to become braver and more adventurous, to activate their dreams to attain success.
She noted that the leading energy drink would continue to dominate other brands in its category as exemplified through its inventiveness and the distinctiveness that goes with it, stating the new slogan offers all its consumers the unquenchable desire to make a difference in their endeavours, with its positive energy.
As an award-winning brand, Fearless energy drink, produced in a world-class factory with state-of-the-art infrastructure and up-to-date technology, has embarked on lots of sponsorship initiatives that demonstrate its leading position in the industry, especially in the area of sports.
It has thrown its total weight behind FanFaro Auto-Fest, and The Fearless edition 2022, among others, reinforcing its market leadership in the food and beverage sector, thus helping in sports development and community/nation-building.
In entertainment, the Fearless energy drink, introduced into the Nigerian market in June 2017, among other initiatives, powered Felabration 2021 with a posthumous award presented to the late Afrobeat King, Fela Anikulapo-Kuti, for his legendary role in the music industry.
Similarly, the Max Live Musical Concert was sponsored by Max FM 102.3, with the theme Music Experience and the slogan Party of all Parties, for young talented artists who, after wonderful performances, eulogised the quality brand for advancing their course of becoming superstars in the future.
These and other initiatives were responsible for the laurel earned at the Brandcom 2021 awards as the Most Outstanding Energy Drink Brand of the Year, thus placing it ahead of others in its category.
It was adjudged as the leading brand because of its inventiveness and numerous contributions to the industry, talent promotion, ideapreneurship, and societal development.
Adedapo Adesanya 
Business Post Contributor