Nigerian musicians land beer brand ambassador roles

Tiger beer is a product of Nigerian Breweries, which has been in operation for over 75 years, and is currently marketed in over 60 countries.

The artists were named alongside fellow celebrities including BBNaija star Liquorose and fashion model Noble Igwe last week. They will lead the beer's new, year-long #LiveUncaged campaign, which entreats young Nigerians to reach within and fearlessly unleash their individuality against all odds.

Ruger is among the brightest young voices to emerge from Nigeria in recent years, and is popular for singles like ‘Snapchat’, ‘Bounce’ and ‘Dior’. Comprising sibling duo Kingsley Okorie and Benjamin James, The Cavemen are behind two well-received albums namely Roots and Love and Highlife, and are recipients of a 2020 Headies Award for Best Alternative Album.

The company will be seeking to leverage the artists’ influence to advance the product’s visibility and value among consumers via a series of activities including media tours, pop up booths, a concert among other forms of brand activation.

“We are delighted to reveal these five bold mavericks who, against the obstacles in our society, have charted their own course and found their unique voices,” senior brand manager for Tiger beer Beatrice Adeniran said during an unveiling ceremony in Ikoyi.

“Their journey depicts what living uncaged truly means and this event is to celebrate them and recognise them for their courage and unrelenting drive.”

Meanwhile, Afrobeats icon and 2022 Grammy nominee Made Kuti also secured an endorsement deal with another beer brand, Trophy.