The Fearless energy drink which made an entrance into the
Nigerian market in 2017 with the Classic and Red Berry product variants blazed
the trail in its segment with the first-ever packaged polyethylene
terephthalate (PET) bottle packaging and has been the standard for the
industry.
It was adjudged as the leading brand because of its
inventiveness and numerous contributions to the industry, as well as talent
promotion, ideapreneurship, and societal development.
The Brandcom Awards was organized by Brand Communicator
Magazine, a foremost brand, and marketing magazine, where brands, agencies, and
notable individuals in the brands and marketing industry were recognized for
going the extra mile in making an impact in the industry. It was held at D’ Podium International Event
Center, Lagos, on Friday, November 19, 2021.
Eulogizing the brand for its feat, the organizer and
Publisher of Brand Communicator, Joshua Ajayi, said the Fearless energy drink
brand truly deserves the award because of its leading position in its segment
through sponsorship of laudable initiatives that have impacted the citizenry.
He added that the award was bestowed on the brand after a
painstaking evaluation of the energy drink category and was pinpointed as the
number one in terms of uniqueness, innovation, satisfaction, and the positive
energy it offers.
In her remark, the Brand Manager of Rite Foods, Boluwatife
Adedugbe, avowed that the award attests to the high quality of the Fearless
Classic and Fearless Red Berry brands which are produced with state-of-the-art
infrastructure and up-to-the-minute technology in a world-class factory.
She commended the convener of the Brandcom Award for the
recognition accorded the Fearless energy drink brand after a thorough
assessment of its leading market status.
According to Adedugbe, the brand will continuously connect
with its consumers spread across the country through credible platforms that
resonate with its values of positive energy, courage, leadership, and can-do
spirit.
The Fearless energy drink had embarked on initiatives that
have helped in promoting Nigeria’s entertainment industry through sponsorship,
thereby adding aiding talent discovery and fulfilment of musical careers by
young artists.
The brand demonstrated this through the sponsorship of this
year’s Felabration, in commemoration of the late Afrobeat Legend, Fela
Anikulapo-Kuti at the famous Afrika Shrine in Lagos.
It was a one-week event that saw Nigerian artists perform
electrifyingly, with the highlight being the presentation of the Fearless
posthumous award to the musical icon for his distinctiveness, creativity,
African ideology, and intentional music excellence that made the nation and
Africa proud during his lifetime.
It also powered the Max Live Musical Concert organized by
Max FM 102.3, with the theme “Music Experience” and the slogan “Party of all
Parties,” for young talented artists.
who, after wonderful performances, eulogized the quality brand for
advancing their course of becoming superstars in the future.
Undoubtedly, the narrative of the Fearless brand as a market
leader in the energy drink segment is no longer news, as its large market share
and consumer preference speak for itself.