- APCON to Step In. Hollandia Claims Leadership
According to Chapter 1, Article 20 of the Advertising Practitioner Council of Nigeria Code of Advertising on Comparative Advertising: “Advertisements for products and services shall not unfairly discredit, disparage, or attack other products, services, advertisements or companies, or exaggerate the nature or importance of competitive differences.”
Undoubtedly, the Friesland Campina premium milk brand, Peak may have violated this above stated code through its current commercial tagged ‘wazobia milk.” The commercial, which investigation revealed did not pass APCON test is being deployed online.
The obnoxious commercial portrays Hollandia, a competitive brand in an evaporated category as inferior and less in value. The act in the commercial was carried out by popular comedians Ayo Makun, who is also known as AY and Seyi Law for Peak Milk.
The new Peak commercial, which has generated massive negative review is said to be retaliatory. According to some industry observers, Hollandia had earlier ran a commercial closer to what Peak is running about 2 years ago. Though, it was found out to be untrue as the said commercial never had the images and logo of Peak in it but Tin, which is not exclusive to Peak Milk.
Another bone of contention in the controversial commercials by both brands is the use of ‘Wazobia and Wazo” by Peak and Hollandia respectively. While Peak claims to be pan Nigeria brand through the use of three common languages in Nigeria, Hollandia wazo portrays it as affordable because of the N50 price tag.
However, the controversy caused by this occurrence is seen as the all time low in the chronicle of advertising in Nigeria. Though, Maltina and Malt Guinness had has this same challenge in past over the use of ‘Number 1 Malt Drink.”
In Nigeria, celebrities engage in anything for money. Observers have pondered what gains would have pushed AY and Seyi Law, two accomplished comedians to involving in such television commercial.
Though the tvc was never aired on the conventional television station but it YouTube version went viral leaving the teeming fans of these two celebrities to wonder the extent of inducement, that could have warranted such violation of APCON code.
Airtel portability television commercial (TVC), which the regulatory said was approved in error and targeted at MTN had been rested over the same issue.
The advent of online advertising has resurrected hate campaigns among competitions because APCON does not have the capacity to regulate online advertising on YouTube and others, competitions then explore this window to attack others.
However APCON Registrar, Alhaji Garba Bello Kankarofi, who spoke exclusively with LEADERSHIP said the regulatory body had received torrent of complains and has asked both parties to sheathe their swords.
“We could not have approved such material because it is in clear violation of the code. But we have stepped in,” he said.
A Senior Marketing Executive of Chi Limited, markers of Hollandia Evaporated Milk , who pleaded anonymity said when Peak Milk claimed quality and heritage, Hollandia Evap offers hygiene with an innovative packaging that is driven by modern technology. “Its aseptic packaging (in comparison with a 60 yrs old technology) ensures that it comes with no preservatives. It is highly nutritious and offers quality & quantity+ affordability,” he said.
Over the years, Peak Milk has led the category unchallenged. The entry of other related brands such as Cowbell, Dano, Hollandia and some foreign incursion suddenly change the game. Peak does not only compete against these brands but its sister brand Three Crowns Milk.
Affirming the Hollandia recent inroads in to the market, the marketing executive said, nationally, Hollandia Evaporated Milk has been consistently gaining market share while Peak is consistently losing it. “If we take a look at the last 12 quarters, Hollandia Evaporated Milk has increased by 7.4 in market share points while Peak regular has dropped by 7.9 market share points.” He cited the claim in A C Nielsen Retail Audit data 2016 first quarter.
According to the A C Nielsen Retail Audit data, Q1 2016 report, Hollandia Evaporated Milk is leading in Southwest and in Lagos market. Hollandia Evaporated Milk has more than double the market share of Peak. For instance, Hollandia has 33.9per cent, and Peak Regular 14.3per cent.
According to the advertising mantra popularised by Stephen Vogel, Ogilvy & Mather, Germany’s Chief Creative Officer of old, “Nothing is more efficient than creative advertising. Creative advertising is more memorable, longer lasting, works with less media spending and building a fan community… faster.”
However, a cursory look at today’s Nigerian advertising and marketing landscape will definitely reveal an appalling contradiction and aberration in deeds and practice. This is no thanks to the unwholesome and unethical practice of an evolving trend in copy-cat creativity! The Nigerian advertising business is today benumbed and afflicted with intellectual lethargy, a syndrome that has left the trade completely bereft of originality in all aspects and ramifications.
The current marketing warfare in the Nigerian dairy sector has brought out more poignantly the marketing aberration called copy-cat creativity in contemporary advertising.