Hollandia Evap makes strong statement with “Wazo” advertisement, As Peak Milk Feels Threatened

According to information available

The recently launched Hollandia Evap “Wazo” Commercial which has drawn the ire of a major competing brand – Peak Milk, is a sign that the brand has continued to achieve success in its brand communication and market penetration. The loss of a sizeable market share is not a pill many brands would easily like to swallow or accept without a fight. Leading brand experts have however considered Peak Milk’s recent commercial response to Hollandia Evap’s “Wazo” commercial as a low for the brand and done in bad taste. According to them every brand is free to identify with its consumers in ways it deems fit.
While Peak Milk identifies with “Wazobia” in its commercial, Hollandia Evap identifies with “Wazo”. In essence, Peak’s “Wazobia” signifies the brand’s attempt to connect with Nigerians through a distinct word widely acknowledged. On the other hand, Hollandia Evap‘s attempt to connect with its consumers with the “Wazo” advertisement is largely seen at reiterating its affinity, quality, quantity and affordability. “Wazo” in local parlance is a word that connects with the low earning consumers as it connotes the N50 note.

It is surprising that Peak Milk decided to embark on this route but not totally unexpected. The Hollandia Evap “Wazo” commercial brought some excitement in the marketing communication world and was received with widespread acceptance from consumers. Professionally done, the Evap “Wazo” commercial’s imagery of consumers with Pan Nigerian attires and mannerisms aptly conveys Hollandia Evap’s quality, quantity and affordability to consumers of all social classes in Nigeria.

If there is anything that has helped the growth of the brand in the market, it is the quality and quantity of the product which has ensured value for money. Nigerians found the quality they wanted and the quantity they desired and quickly pitched their tent with the Hollandia Evap brand. The basis for comparing quality of products is largely seen as relative. Peak’s allusion to “quality no be same as quantity” in its online commercial is subjective because quality is dynamic. 60 years is a long time to be in business but dynamism is critical and brands innovate to meet newer trends in nutrition and value.

For a brand that prides itself as premium and quality, the online commercial shot in a motor garage is puzzling. The attempt to distract consumers from connecting with a well-intended commercial from Hollandia Evap does little to further position the Peak brand or endear it to consumers. Consumers are getting smarter with their choices and only milk brands that offer quality, quantity and affordability would have the edge. Little wonder Hollandia Evap has not only become the consumers’ favorite, it has become a household name.

With innovations and the determination to continue giving the best to Nigeria, it is natural for competing brands to respond but nobody ever imagined the kind of Guerilla marketing strategies recently deplored by a giant in the dairy market. Observers believe that rather than fighting it dirty, competing brands would have gone back to drawing board to reinvent rather than engaging in demarketing strategies.