Home is where the heart is. This quote rings true for everyone, especially Erica Nlewedim, who revealed in the past how she longed to visit her hometown in Abia State.
For Erica, she found her Santa in Legend Extra Stout and Star Radler as she gets to make the visit in grand style with the just concluded Homecoming tour in Abia state.
With originality, adventure, youth and self-expression collectively defining both brands, it was a no-brainer what to expect from the homecoming tour that explored connectivity, culture, values, and the mutual dreams of people in the region.
To cut to the chase, these are seven memorable moments from the tour:
Legend Flow Challenge
With the Legend brand, perfection is not a prerequisite to success, originality is. And that is what the Legend Flow Challenge represents for the brand.
The challenge encouraged participants to release their inhibition and go with their flow.
In a dancing and singing competition, participants were challenged to a karaoke contest, where the background beat is abruptly muted, and participants are encouraged to carry on with singing.
For the dance competition that occurred in groups of fours, the audience leveraged voting to eliminate participants to select a winner.
Ultimately, winners were grateful for the opportunity to express their flow and win prizes, some other emerged winners from the raffle draw.
Grand Royal Welcome
What is a homecoming without a grand reception? Even Beyoncé felt the love at Coachella!
Planned ahead of her arrival at Royal Damgrete Hotel, Aba, a troupe of dancers was stationed to receive Erica in God’s own state like they would a royalty.
Displaying rich culture through sounds, graceful dancers choreographed in traditional wears and fineries with a smile to match. A true daughter of the soil, Erica joined the dancers in replicating the dance steps, so well, the only thing to tell her apart from them was her clothing.
Here is what we loved about this part of the tour, it was not the rounds itself but the inspiring stories shared from her experience.
One key thing we will remember for weeks to come is her story of resilience which basically sums up the brands’ promotion of authenticity and self-expression.
The radio tour was a hit with fans in the eastern region. They swarmed the hotline just to get across to Erica, with many commending her steadfastness in building a name for herself. They also spoke on the brands’ influence in the region.
If you had no idea what this meant, let’s take you on a little cruise. Recall that Legend’s key message to consumers was to boldly express themselves.
The Flowzone event was a place where people could freely come to express themselves through music, dance, and comedy among other talents.
With Peruzzi performing at the event and Erica ready to party, guests took turns taking photographs with the Legendary Star Girl at the De Latinos Bar in Aba.
Even when the event came to an exciting end, social media remained trendy with photos of Erica and her guests.
When a child returns home from a journey, the first step is to reach out to the parents to greet them in the traditional sense.
This was the case for Erica and the Nigerian Breweries team as they paid a courtesy visit to His Excellency, Governor Ikpeazu at the state government house.
Overall, the Homecoming tour was one-of-a-kind and there were many other exciting arms of this journey with Legend and Star Radler.
To catch more of this gist, follow the hashtag #LegendXEricaHomecoming across social media platforms.