By Adeola Shittu
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| From left to right: Mr. Vishal Kaveti, Commercial Director of The La Casera Company, Mr. Chinedum Okereke, Managing Director of The La Casera Company, Mrs. Julleanne Ihuoma Oriakhi, Senior Brand Manager of The La Casera Company, Mr Louis Premkumar, Operations Director of The La Casera Company. |
It was a day of excitement and celebration at The La Casera Company PLC (TLCC) headquarters in Lagos as the company unveiled the new label design for its popular SMOOV Chapman drink. The grand event, held on Friday, February 14, 2025, brought together top company executives, industry stakeholders, and members of the media to witness the official unveiling of the brand's refreshed and vibrant identity.
The rebranding marks a major milestone for SMOOV Chapman, which was first introduced to the Nigerian market in September 2014 as the country's first ready-to-drink Chapman in PET bottles. The brand was later relaunched in 2018 and has now undergone a complete label transformation in 2025 to reinforce its position as the leading ready-to-drink Chapman brand. Over the years, SMOOV Chapman has recorded an impressive 85% market growth, reflecting its increasing popularity and strong consumer acceptance.
Since its launch in September 2014, SMOOV Chapman has remained Nigeria's leading ready-to-drink Chapman brand, pioneering the ready-to-drink Chapman category in PET packaging. Initially introduced in a 50cl SKU, the brand later expanded its portfolio with 35cl and 60cl variants to meet the growing demand for its distinctive premium taste.
As part of its commitment to continuous innovation and consumer satisfaction, The La Casera Company PLC (TLCC) embarked on a 24-month rebranding journey, collaborating with industry experts, key stakeholders, and a leading label research agency. The result is the new SMOOV Chapman label, designed to reflect creativity, youthfulness, and premium quality while preserving the same authentic taste that consumers have come to love.
A Grand Unveiling: Fresh Label, Same Original Taste
Speaking at the official press briefing held at TLCC's headquarters in Lagos, the Managing Director, Mr. Chinedum Okereke, expressed the company's excitement over the brand's refreshed identity. "The La Casera Company is excited to introduce our refreshed SMOOV Chapman label, which is a testament to our commitment to innovation, excellence, and sustainability. We understand the evolving preferences of our consumers, and through extensive research, we have crafted a new label that embodies everything SMOOV Chapman represents—fun, creativity, and sociability, while preserving the same original taste our consumers love."
He further emphasized TLCC's consumer-driven approach, explaining that the company engaged one of the industry's leading label research agencies to better understand consumers' preferences and expectations for product packaging.
"The result is what we are unveiling today—a label that speaks to our audience, excites our consumers, and reinforces our leadership in the ready-to-drink Chapman category."
Bold, Artistic, and Youth-Oriented – Designed for Every Celebration
The Commercial Director, Mr. Vishal Kaveti, highlighted the youthful and artistic appeal of the new packaging.
"We have a new, colourful, and artistic label that resonates with all our key target audiences, cutting across socioeconomic groups, gender, and age. But one thing remains constant—the TASTE AND QUALITY remain the SAME."
He assured consumers that the refreshed packaging would soon be available in stores nationwide, making it easier than ever to enjoy Nigeria's favourite ready-to-drink Chapman.
Technical Excellence Behind the Brand's Success
Providing insight into the technical and operational aspects of the rebranding, Mr. Louis Premkumar, Operations Director at TLCC, highlighted the company's commitment to efficiency, innovation, and quality assurance.
"At The La Casera Company, we continuously improve our production processes to meet evolving consumer demands. This new label aligns with our commitment to maintaining the highest standards while delivering a premium beverage experience."
His remarks underscored the company's dedication to sustainability, consistency, and continuous innovation, ensuring that every bottle of SMOOV Chapman meets the highest quality standards.
A Label That Matches the Experience
The Senior Brand Manager, Carbonated Soft Drinks (CSD) Category, Julleanne Ihuoma Oriakhi, explained the careful thought process behind the label's design, visual appeal, and regulatory compliance.
"In designing this new look, we focused on clarity, vibrancy, and distinction within the Chapman CSD category. We ensured all regulatory standards were met while maintaining the brand's celebratory and social essence. SMOOV Chapman is more than just a drink—it is an experience, a lifestyle, and a symbol of poise, chill, and sociability."
The bold colours, contemporary design, and youthful appeal of the new label reflect SMOOV Chapman's rich heritage while positioning the brand for the future, ensuring it remains the preferred beverage for celebrations, social gatherings, and everyday enjoyment.
Rebranding to Stay Ahead – 85% Market Growth and Counting
Having recorded an impressive 85% market growth, SMOOV Chapman has maintained its leadership in Nigeria's ready-to-drink Chapman category by continuously innovating to meet changing consumer preferences. The latest rebranding reinforces the brand's market leadership, demonstrating that staying fresh, relevant, and consumer-focused is essential in today's highly competitive beverage industry.
Consumers can expect to see the new label on shelves across the country in the coming weeks, offering the same great taste in a fresher, more vibrant package.
SMOOVIT! Fresh Label, Same Original Taste.