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 press 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 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 maintain its position as the leading bicarbonate Chapman drink, boasting an 85% market growth over the years.
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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. |
Since its launch in September 2014, SMOOV Chapman has remained Nigeria’s leading bicarbonate Chapman drink, pioneering the ready-to-drink Chapman category in PET packaging. Originally available in a 50cl SKU, the brand later expanded its offering to include 35cl and 60cl SKUs to meet the growing demand for its unique, premium taste.
As part of its commitment to continuous innovation and consumer satisfaction, TLCC embarked on a 24-month rebranding journey, working closely with industry experts, stakeholders, and a top-tier Label Research Agency. The outcome is the new SMOOV Chapman label, reflecting creativity, youthfulness, and premium quality while maintaining the same authentic taste loved by consumers.
A GRAND UNVEILING – FRESH LABEL, SAME ORIGINAL TASTE
Speaking at the official press briefing held at TLCC’s headquarters in Lagos, Managing Director, Mr. Chinedum Okereke, expressed the company’s excitement about the brand refresh: "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."
He further emphasized TLCC’s consumer-driven approach, explaining that the company engaged one of the best Label Research Agencies to understand what consumers truly want in 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 Chapman beverage category."
BOLD, ARTISTIC, AND YOUTH-ORIENTED – DESIGNED FOR EVERY CELEBRATION
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 is the SAME."
He assured consumers that the new look 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 and quality control.
"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 drive for sustainability, consistency, and innovation, ensuring that each bottle of SMOOV Chapman meets global quality standards.
A LABEL THAT MATCHES THE EXPERIENCE
Senior Brand Manager, Carbonated Soft Drinks (CSD) Category, Julleanne Ihuoma Oriakhi, emphasized the meticulous thought process behind the label’s design, clarity, 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, modern design, and youthful appeal of the new label reflect SMOOV Chapman's heritage and its bright future, ensuring it remains the go-to beverage for celebrations, social gatherings, and everyday enjoyment.
REBRANDING TO STAY AHEAD – 85% MARKET GROWTH AND COUNTING
With 85% market growth, SMOOV Chapman has remained a leader in the bicarbonate Chapman segment, continuously innovating to stay ahead of consumer trends. This latest rebrand cements its dominance, proving that staying fresh and relevant is key to longevity in the competitive beverage industry.
Consumers can expect to see the new label roll out nationwide, bringing with it the same great taste, now wrapped in a fresher, more vibrant look.
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