By Modupe Gbadeyanka
Amber Energy Drink shone brilliantly like the northern stars at the prestigious Marketing Edge Excellence Award held recently at the D’Podium International Event Centre on Aromire Avenue, Lagos.
At the event, when the premium energy drink from Amber Drinks Limited was announced as the winner of the Product Launch of the Year category, the spotlight was on the company.
According to the Publisher/CEO of Marketing Edge, Amber energy drink won the award because of its “grand entry into the market a few months ago shattered myths, broke records, set new standards in innovation, instant market penetration; and carved a niche for itself.”
He said this “will be difficult for any new product in the market to match. Its profile has been rising since inception; and its penetration of the market has been significantly phenomenal!”
Recall that in July 2020, Amber was launched at an exclusive virtual media event in compliance with the COVID-19 protocols of the federal government.
Since the unveiling, the product has found its way to the top of the highly competitive Nigerian energy drinks market, disrupting the status quo.
The brand was able to quickly register itself as a result of its innovative strategies, including the launch of its Corporate Social Responsibility (CSR) initiative through the Amber Free Bus Ride project.
The Amber Free Bus Ride project was a major charity project the brand initiated to allow commuters in Lagos metropolis enjoy free BRT bus rides to their destinations for three months. It was one unique effort that resonated quickly with the Lagos state residents many of whom became early converts to the premium energy drink.
As if this was not enough, the energy drink brand began an ambitious empowerment programme where over one thousand Nigerians have been assisted to become their own bosses by starting their own enterprises.
The empowerment programme, which continues to record huge successes with more participants, has been providing Nigerians with the opportunity to own and grow their businesses through soft loans and business support initiatives. It was introduced as a solution to the challenges of unemployment and targeted at poverty alleviation and also to help generate jobs and income.
All these have helped the new Amber Energy Drink to gain traction, driving sales in the Nigerian burgeoning energy drinks market with the product rapidly penetrating major stores and trade outlets in Lagos State.
With reduced caffeine and taurine content, the beverage brand is scientifically formulated to provide an incredible energy boost for those who lead active and exhausting lifestyle, ranging from sports to entertainment.
It is also fortified with amino acid, citric acid and essential B-vitamins in addition to Guarana spice, which is required daily to fight fatigue, improve concentration and keep the body energized all day long.
Adedapo Adesanya 
Business Post Contributor