NaijaTalkTalk- Guinness retains Reminisce as Orijin’s brand Ambassador

Remilekun Safaru

Alternative rap artiste Remilekun Safaru, popularly known as Reminisce has signed a contract renewing his endorsement deal as ambassador for Orijin Bitters, a brand on the stable of Guinness Nigeria Plc.
Speaking on the deal, Portfolio Director, Lager and RTD, Guinness Nigeria Plc, Ms. Eyitemi Taire, said the music artist had within his short stay as Orijin brand ambassador distinguished himself and become an integral part of the brand. Taire said the company recognises the importance and impact of a dynamic brand ambassador in maintaining its leadership position in the market.

“Origin has been successful since its launch into the market and to further cement this success and take us to the next level, we needed an icon and that’s why we took him and we have been working together since then in a symbiotic relationship.” She added that Reminisce is not just a brand ambassador but an integral part of the brand and that’s why the brewing giant is renewing his contract for another two years. She said the choice of Reminisce is in line with what origin is. She noted that Orijin comes from a special blend of the old with the new, the traditional with the modern and these same qualities are epitomized by Reminisce, whose quality and depth of work as an artist makes him a perfect fi t as brand ambassador. “He raps in local language and for us there is nobody else in that niche.” She said the company is confident that with Reminisce the brand will continue to further widen its appeal with the consumers. “Reminisce has been part of our brand campaigns. We have been very big on digital campaigns with him and we have done lots of trade activations with him.

We have set up series of icons inform of emoticons with him” She continued: “We have been doing a day in the life of Reminisce which has drawn a lot of conversation around the Reminisce brand and Orijin.” Asked why the use of local stars to promote the brand as against international stars, Taire explained that origin is born here and so is Reminisce and the language that we speak is the language of ‘naija’. She described the contract renewal ceremony as a further demonstration of Orijin’s success in a short time. “We always want to be connected to our customers and our intention is to tell our story in a way that allows us to relate to our esteemed customers and consumers. Origin is now a phenomenon in the market, it comes from nowhere and is now everywhere” Responding, Reminisce thanked Guinness for considering him worthy of being Orijin’s brand ambassador, promising to continue to make Orijin the brand that it should be. “I try to live as original as I can be.

I don’t attach too much to me as a brand than my music. I want to be as original as I can be and representing Orijin I have to be as original as I can be. There is no sugar coating.” He noted that having been signed on as a brand ambassador in January last year, his success as a recording artiste and brand marketer motivated the company to retain him for two more years. Also present at the signing were brand manager, Origin, Gbemileke Otun, Corporate Communications Manager, Guinness Nigeria Plc, Mrs. Olayinka Edmond, CEO Edge Records & Business Manager for Reminisce and entertainment,, Ibrahim Okulaja and a Lawyer, Demilade Olaosun who also represents the interests of Edge Records