The Head of Corporate
Communication at Innoson Group, Cornel
Osigwe, has revealed that The Chairman of Cubana Group of Companies
Limited, Obinna Iyiegbu, popularly
known as Obi Cubana, is not the
producer of Odogwu Bitters. Rather,
he is just a marketer for the producer called Iki Leads Limited.
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In an articles titled ‘Power of Social Media, Cubana is Just A
Marketer For Iki Leads, Producers of Odogwu Bitters,’ Cornel Osigwe went
ahead to explain that Obi Cubana is not the owner of all the companies
operating under Cubana Group, adding
that some smart businessmen are leveraging on the goodwill of the brand to grow
their businesses. Below is the article:
POWER OF SOCIAL MEDIA, CUBANA IS
JUST A MARKETER FOR IKI LEADS, PRODUCERS OF ODOGWU BITTERS
Yes, you heard me right. Obi Cubana is Just a Marketer for Iki Leads, Producers of Odogwu Bitters.
For the past one week, Odogwu
Bitters has been trending on Instagram and many other social media platforms.
Introducing Odogwu bitters, Obi Cubana said "Let
it be on record that within a week, we were able to change the bitters
narratives, bitters is now a luxury, Previously, people believed bitters were
only for men, but today, fine and successful ladies are smitten with Odogwu
Bitters. Big people are proud to hold the drink and film with it.”
Obi Cubana’s delight with the
Odogwu Bitters stems from the fact that, within a few weeks of Odogwu bitters'
introduction into the Nigerian market, he was able to change the bitter's
narratives, as it is now, bitters is now regarded as a luxury.
But what people don't know is
that Obi Cubana is not the brain behind the Odogwu Bitters, neither is he the
one producing it, Odogwu bitters is produced by Iki Leads which is owned by Innocent
Onwunali, which is a Nigeria-based
wholly-owned firm involved in distilling, blending, packaging and marketing of
both alcoholic and non-alcoholic beverages.
Iki Leads is, mainly known for its flagship products such as; Pasa Bitters, Meridian Brandy and Meridian
Ponche.
In other, for the company to
control the market share of bitters, it has to consult Obi Cubana, who over the
past years has used the Cubana brand identity to bring huge returns to
investors who have partnered with the Cubana brand.
Note specifically that Obi
Cubana, the brain behind the Cubana brand is not the owner of all the
businesses under the Cubana brand. Obi Cubana is just a brand influencer who
successfully built a good brand name wherein investors capitalize and register
their business under the Cubana brand name and apportion a percentage of the
business to the brand.
This is exactly what Iki Leads
who previously was producing bitters that is named Pasa bitters and which
controls no market share in the bitters market. Now it has partnered with the
Cubana brand and re-introduced its bitters with the name Odogwu and in
partnership with the Cubana Group, it is set to control the market share of the
bitters market by leveraging on Obi_Cubana's huge social media influence.
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