Maltina has marked the Ramadan season with a series of community-focused initiatives as part of activities to commemorate its 50th anniversary, deploying activations aimed at strengthening engagement and reinforcing its brand presence.
Ramadan, observed by Muslims worldwide, is characterised by fasting, prayer, reflection, and acts of charity. The period also provides an opportunity for families and communities to gather daily at sunset to break their fast, often through shared meals that foster connection and reflection.
Against this backdrop, Maltina, in a statement on Monday, stated that it introduced a range of initiatives under the theme ‘Nourishment fit for Ramadan’, focusing on community interaction, shared experiences, and storytelling.
The campaign commenced in Kano with what the company described as its first Ramadan Light-Up, which illuminated Kofa Nassarawa Emir Palace Road. The activation served as a symbolic start to the season and was followed by ‘The Shared Table’, a communal Iftar gathering that brought together families, government officials, and community leaders to break their fast.
According to the company, the initiative was designed to reflect the communal nature of Ramadan, with Maltina positioned as part of the Iftar experience.
Beyond Kano, the brand rolled out ‘Iftar Moments with Maltina’, a series highlighting different Iftar experiences across the country. The content featured a range of settings, from family gatherings to social meet-ups among friends, showcasing how individuals and communities observe the breaking of fast.
As part of the campaign, participants were encouraged to share their Iftar experiences, with selected entries featured on the brand’s platforms and rewarded.
Speaking on the initiatives, the Senior Brand Manager, Maltina, Nigerian Breweries Plc, Daniella Ogunsanya, said the campaign aligns with the brand’s long-standing positioning around shared experiences.
“Ramadan is a season of reflection, warmth, and shared experiences. It is a time when families and communities come together each day in gratitude, breaking fast and reconnecting in meaningful ways.
“As Maltina marks 50 years, we remain committed to creating moments that bring people together and reflect the values that have shaped our journey over the decades. Through initiatives like the Ramadan Light-Up and The Shared Table, we are proud to continue supporting communities in ways that honour the spirit of the season and the power of shared nourishment,” she said.
The company noted that the Ramadan activations form part of its broader anniversary programme, which is focused on reinforcing its identity and maintaining relevance among consumers.
Collectively, the initiatives highlight the brand’s strategy of leveraging cultural and seasonal moments to deepen engagement while aligning with themes of unity and shared experiences.
