Life Continental Beer Infuses Igbo Entrepreneurial Spirit & Culture In Its Ad Campaign

Partner | Announcements
September 9, 2021

Leading beer brand, Life Continental Beer has further expanded its influence into the eastern market and strengthened engagement with its loyal customers through an inspiring Television Commercial tagged Turu Ugo Lota.

Turu Ugo Lota is an Igbo adage that translates in English to mean Bring Home the Glory. The proverbial saying is a verbal encapsulation of the painstaking aspirations of the Igbos; their illustrious spirit and sheer grit to rise above all odds in achieving progress and success both as individuals and as a collective.

Proudly Nigerian, the fascinating commercial is characterized by A-list acts such as the Father/ Son duo of Pete and Yul Edochie, and also featured iconic locations in the East like the Niger Bridge among others.

Speaking on the brand promise as reiterated in the TVC, the Senior Brand Manager Life Beer, Aishat Anaekwe, said, “Beyond being an adage, Turu Ugo Lota is a passion that weighs upon every young Igbo, to go forth into the world—despite its challenges and limitations—build new relationships, work hard and attain success. This is what the Igbos have been known by for centuries and Life Beer believes that Bringing Home the Glory should be the aspiration of all Nigerians and Africa as a whole.”

“Life Beer is delighted to bring together and collaborate with stakeholders in the east who embody diligence, integrity and most importantly, proudly exude their cultural heritage as Igbos indeed”, she added.

The exciting TVC which was unveiled on Thursday, September 2, at the Base Landmark, Enugu also hosted some of Nigeria’s leading personalities to a social discourse that highlighted the lessons of parental guidance, discipline, diligence and integrity as being the bedrock of progress and success in any given society. Life Continental Beer remains poised to provide the eastern market and Nigeria at large, with quality lager that kindles great taste and inspires fun moments.

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