Maltina has commemorated the Ramadan season with a series of community-driven initiatives as part of activities marking its 50th anniversary, introducing activations designed to deepen engagement and strengthen its brand visibility.
Observed by Muslims across the world, Ramadan is a period defined by fasting, prayer, reflection, and charity. The holy month also offers a daily opportunity for families and communities to gather at sunset to break their fast, often through shared meals that foster bonding and reflection.
In a statement on Thursday, Maltina said it launched several initiatives under the theme “Nourishment Fit for Ramadan,” focusing on community interaction, shared moments, and storytelling.
The campaign began in Kano with what the company described as its first Ramadan Light-Up, illuminating the Kofa Nassarawa Emir Palace Road. The activation symbolically marked the opening of the season and was followed by “The Shared Table,” a communal Iftar event 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 spirit of Ramadan while positioning Maltina as part of the Iftar experience.
Beyond Kano, the brand also introduced “Iftar Moments with Maltina,” a content series capturing diverse Iftar experiences across Nigeria. The series highlighted different settings where people break their fast, ranging from family gatherings at home to social meet-ups among friends.
Participants were encouraged to share their own Iftar experiences, with selected entries featured on the brand’s platforms and rewarded.
Speaking on the campaign, Senior Brand Manager of Maltina at Nigerian Breweries Plc, Daniella Ogunsanya, said the initiative aligns with the brand’s long-standing focus on 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,” she said.
“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.”
The company added that the Ramadan activations form part of its broader anniversary programme aimed at reinforcing its identity and sustaining relevance among consumers.
Overall, the initiatives reflect the brand’s strategy of leveraging cultural and seasonal moments to deepen engagement while aligning with themes of unity and shared experiences.
