Recent development in the stout market show that there is a new and interesting dimension to the competition among the various brands jostling for patronage, until Nigerian Breweries Plc, owners of the Legend Extra Stout brand decided to revitalize the industry few years ago.
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The market which was believed to be dominated by Guinness Extra Stout before Legend's Real Deal campaign changed the growing intensity in consumer promotion deployment, brand activation, thematic and tactical creative campaigns and share of voice in the media.
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Accordingly the marketing antics of both leading stout brands in the market would take a while to abate. But the interesting part of the whole episode is that consumers are the focal point for this battle.
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Having spent a better part of its early life trailing Guinness Stout, Legend Stout through its Real Deal campaign in 2012 recorded a milestone when it was announced the best stout in taste and quality at 51st Monde Award ceremony in Athens.