How Hero Lager became an inspirational symbol in Nigeria
The 11-pointed star beams yellow, orange, and red, and from its place upon a dark green background, the pull is irresistible — especially since it calls from the label of a green, 60-centiliter bottle containing alcohol. That sun, which rose but never glowed for too long, means a lot to Mitchel Emeka, a manager with a transport and logistics company in Lagos. “Not like I am too keen about Biafra,” says Emeka, referring to the state that broke away from Nigeria in a succession attempt in 1967.
When Ojukwu died November 2011 at the age of 78, his casket, covered in a Nigerian flag, was flown around the country and to his birthplace, Zungeru in northern Nigeria. He was buried in March 2012 in his hometown of Nnewi with full military honors.
As more Igbos accepted the brand, demand forced the producer to invest an extra $110 million to increase its OnitshaThat sense is still strong today. Almost 50 years after Biafra surrendered, calls for independence have only grown louder with each passing decade. People in the region say they are marginalized and punished for trying to secede.
For Hero, maintaining its reputation among consumers requires becoming immersed in what makes them tick: Hero retains a strong presence in local cultural celebrations. “Everything about their advertising is usually promoting Igbo culture,” says Onyeka Okoro, who manages Favor Royal Bar in Enugu.
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