MALTINA Raises Stake As DANCE-ALL 5 Beckons

Brand team addressing Journalist during media briefing

Brand team addressing Journalist during media briefing


LAGOS – As the popular family reality television show Maltina Dance All (MDA) enters its fifth season, Nigerian Breweries Plc has announced an upward review of the prize money in line with the new positioning proposition of making it bigger, better and bolder. According to the new arrangement, the winning family will now take home N5 million in addition to a brand new family SUV, while the first and second runners up will take home N1 million and N500, 000 respectively. The MDA is the consumer engagement and experiential marketing platform that the brand deploys to resonate with esteemed consumers and the society in general.

Speaking at the Press briefing held at its expansive Lagos breweries headquarters, Mr. Ageni Yusuf, Corporate Affairs Adviser, Nigerian Breweries plc said Maltina Dance All is the foremost experiential and sponsorship platform of the Maltina brand renowned for promoting family values and bonding in line with the new brand proposition of “Sharing happiness.” The reality TV show, Yusuf stated, debuted in 2007 and has remained Nigeria’s first and only family dance reality TV show featuring families from various regions across the country. It will be recalled that the 2007 maiden edition produced the Onye family; in 2008 it was the Opuwari family that carted away the star prize, in 2009 the nation’s best dance family were the Ibiams while the Adejo family was the overall winner for 2010.

Yusuf stressed that Maltina, being the nation’s No. 1 nourishing malt brand, also ensures that the winning families do not only leave with exotic car and cash prizes, but with an unbreakable bond they will share with other families beyond the academy.

On what to expect from this years edition of the show, the Corporate Affairs Adviser said it is all about “unbeatable fun and the unbreakable bond that ten families will showcase when they slug it out learning and performing a variety of dance styles in the famous Maltina Dance All Academy.” He added that, the winning family will go home with the grand prize of a whooping sum of N5million and a brand new family SUV. The first and second Runners Up will also get N1million and N500, 000 respectively. The show will bring to fore, the Nigerian families’ essence and values of unity, cooperation, vitality and creativity.”

He enjoined consumers and Nigerians in general to participate in the exciting show by registering at the regional auditioning centres at Port Harcourt, Benin, Enugu, Ibadan, Lagos and Abuja between June 29 and August 6 2011 or by registering online at Breakdown of the regional auditioning dates show that Enugu and Abuja audition will take place on July 22-23, Ibadan July 29 and 30 while Port Harcourt is July 28and 29. Benin and Lagos will have their turn on August 5-6 2011.

As a further incentive, Yusuf stated that, during the regional auditions consumers and members of the public also stand a chance to win any of the numerous regional dance competition prizes of; 2.5KVA Generators, 21” Flat screen TV sets, Home theatre systems and lots of nourishing Maltina. The Reality TV show will be aired in September this year on major TV networks and other stations across the country and on satellite stations like Africa Magic. Viewers can also participate and win fabulous prizes through the interactive SMS platform during the show.

As a result of a successful outing in 2010, Maltina was named “Brand of the Year” by the Advertisers Association of Nigeria (ADVAN).

Apart from this, Mr. Idorenyin Enang, the President of ADVAN said the awards were for well deserved brands that have over the years remained fresh. He said campaigns that won this year (2010) must have impacted positively across the world as well as have cultural acceptability as it relates to Nigeria “especially in use of the media.” Maltina was also endorsed by the Nutrition Society of Nigeria.

Since it hit the Nigerian market in 1976, Maltina has consistently satisfied its teeming consumers with high quality natural malt drink, fortified with essential vitamins and minerals. This affords the entire family with the vitality and superior nourishment necessary for their daily activities – including those special fun moments shared with friends and loved ones.


Vindah Edem,Media and Public Affairs Manager Nigerian Breweries and Mr Desmond Ekeh, CEO Synthesis Communications
Ngozi Nkwoji, Senior brand manager, Maltina
Mr.Jacco Van der Linden, Marketing director, Nigerian Breweries PLC
Mr. Vindah Edem, Media and public affairs manager, Nigerian Breweries
Mr. Jacco Van der Linden, Marketing Director, Nigerian Breweries
Mr. Jacco Van der Linden, Marketing Director Nigerian Brweries, Mr Ageni Yusuf, Corporate Affairs manager and Ngozi Nkwoji senior brand manager, Maltina
Mr. Ageni Yusuf, Corporate Affairs manager, Nigerian Breweries and Media and Public affairs manager, Mr. Vindah Edem
Mr Vindah Edem, Media&public affairs mgr, Ottah Kalu, ED, Lowe Lintas, Mr Jacco Van der Linden, MD, NB plc, Mr Ageni Yusuf Corporate Affairs Adviser NB, Ngozi Nkwoji, snr brand manager Maltina and Eti Braimah
Maltina Dance All Season 5 unveiling


About Nigerian Breweries Plc

Nigeria Breweries Plc, the pioneer and largest brewing company in Nigeria was incorporated in 1946 and recorded a landmark when the first bottle of Star Lager beer rolled off the bottling lines in its Lagos Brewery in June 1949. This was followed by the Aba Brewery which was commissioned in 1957, Kaduna brewery in 1963 and Ibadan Brewery in 1982. In September 1993 the company acquired its fifth brewery in Enugu while in October 2003, a sixth brewery, sited in Ama at Enugu was commissioned. Ama brewery is the biggest in Nigeria and the most modern in the world.
The company in 1994 established an education trust fund of 100 million to take part in more funding of educational and research facilities in higher institutions, all in an effort to provide and encourage academic excellence in Nigeria. This is in addition to provide secondary and university scholarship programme for children of its employee.
As a major brewing concern, the company encourage the establishment of ancillary businesses. Many of these organisation and individuals depend largely on the company for their means of livelihood. These include the manufacturers of Bottles, Labels, Crown Corks, Cartoons, Plastic Crates and such services as Hotels/Clubs and our key Distributors.


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  1. Im thinking this is really really big. The money is mouth watering and will attract the best of the best talents. I am definitely looking forward to the biggest MDA. MDA 2011 season 5


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