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TomTom Candy, Nigeria’s favourite black and white menthol brand under Cadbury Nigeria Plc. (a subsidiary of Mondelēz International), announced an exciting and innovative partnership with Nigeria’s sensational music artists, Fireboy DML and The Cavemen.
L-R: Kingsley Okorie of The Cavemen; Fireboy DML (Adedamola Adefolahan); Benjamin James of The Cavemen, at TomTom’s Brand Ambassador Unveil in Lagos
This strategic partnership merges TomTom’s commitment to excellence and innovation with Fireboy and The Cavemen’s unparalleled talent and influence in the music industry. As brand ambassadors, they will play a pivotal role in promoting and communicating TomTom’s initiatives to a diverse audience.
“We are thrilled to announce the addition of Fireboy and The Cavemen to the Cadbury Nigeria Plc. family,” says Morolake Emokpaire, Marketing Lead, West Africa at Mondelēz International. Their genuine musical prowess and unwavering dedication perfectly align with our brand ethos, positioning them as ideal ambassadors to harmonise with our audience in resonant and meaningful ways.”
L-R: Kingsley Okorie; Fireboy DML; Managing Director of Cadbury West Africa, Oyeyimika Adeboye; Benjamin James, at TomTom’s Brand Ambassador Unveil in Lagos
Fireboy DML, renowned for his soulful vocals and chart-topping hits, is one of Nigeria’s most sought-after musical talents. Similarly, The Cavemen, known for their unique blend of highlife and contemporary sounds, have captivated audiences with their infectious energy and distinct creativity.
“We are excited to partner with TomTom and embark on this new journey as brand ambassadors,” stated Fireboy and The Cavemen in a joint statement. “Together, we anticipate creating memorable experiences and inspiring positive change through our collaboration.”
L-R: Benjamin James; Fireboy DML; Kingsley Okorie; Breathers (Members of Breathe Academy), at TomTom’s Brand Ambassador Unveil in Lagos
By teaming up with Fireboy DML and The Cavemen, Cadbury Nigeria PLC continues to strengthen its brand presence and to further distinguish itself as a frontrunner in the industry.
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About Cadbury Nigeria Plc
Cadbury Nigeria Plc. (CNP), a publicly quoted company, is the pioneer cocoa beverage manufacturer offering some of the most loved brands in the country. Cadbury Nigeria is a 74.99%-owned subsidiary of Mondelēz International, a global snacking powerhouse with an unrivalled portfolio of brands. The remaining 25.01% of shares are held by a diverse group of indigenous, individual and institutional investors. A front-runner in beverages, confectionery and gum, Cadbury Nigeria’s quality products, Bournvita, Hot Chocolate 3-in-1, TomTom, Buttermint, and Clorets, are market leaders in their respective consumer segments.
With how far the Nigerian music industry has come, there is still so much that can be done to bridge the industry knowledge gap. Young people need a platform where they can access all the information, on a step-by-step journey to achieving their full potential in music.
L-R: Marketing Lead West Africa, Cadbury Nigeria plc, Motsamai Pule; Category Lead, Gum and Candy west Africa, Cadbury Nigeria plc, Morolake Emokpaire; Managing Director, Cadbury Nigeria plc, Yimika Adeboye; and Head, Corporate Communications and Government affairs, Cadbury Nigeria plc, Frederick Mordi; during the official unveiling of Breathe Academy, a TomTom Initiative to discover, nurture and showcase budding music artistes in Lagos, Nigeria.
In recent years, TomTom (made by Cadbury Nigeria Plc) has shown a commitment to providing platforms for young creatives and empowering them to ‘breathe’ for their passions. Through major partnerships with platforms such as Nigerian Idol and major owned initiatives like the ‘Breathe for It’ Summit, the brand is deepening its social mission to discover, nurture and showcase music talents. The brand also created the ‘Breathe For It Verse Challenge’ and has been involved in the MTV Base Cypher amongst other initiatives.
L-R: Marketing Lead West Africa, Cadbury Nigeria plc, Motsamai Pule; Member of the Academy board, David Williams; Former Brand Manager for Gum & Candy Mondelez West Africa, Joan Odafe; Category Lead, Gum and Candy west Africa, Cadbury Nigeria plc, Morolake Emokpaire; Managing Director, Cadbury Nigeria plc, Yimika Adeboye; Head, Corporate Communications and Government affairs, Cadbury Nigeria plc, Frederick Mordi; Entertainment Lawyer, Akinyemi Ayinoluwa, and Host, Consultant and Global Marketing Manager Mavin Records, Femi Aribisala; during the official unveiling of Breathe Academy, a TomTom Initiative to discover, nurture and showcase budding music artistes in Lagos, Nigeria.
True to its mission of nurturing young talents, the brand created an initiative – Breathe for It Summit – to open up the opportunity for young creatives to interact with leading professionals and music executives in the music business. This summit usually throws up issues around the different aspects of the music business such as song writing, music promotion, performance and collaboration, music copyrights, artiste management, and music event management. The most recent summit – the first in 2023 – was held in Jos, Plateau State. More summits would be held in different cities across the country.
The brand has now developed an online learning platform called the Breathe Academy which offers relevant knowledge and trending insights geared towards helping you build a successful career in the entertainment space.
The good news is: you can sign up for free! If you’ve got a passion for music, you don’t want to miss out on this one. The platform is here already. Are you?
As part of the its social mission to discover, nurture and showcase young creatives, TomTom, the leading menthol candy brand from Cadbury Nigeria Plc (a subsidiary of Mondelēz International), recently concluded the second edition of its flagship gathering of music industry experts and young creatives – “Breathe For It” Summit.
The “Breathe For It” Summit 2.0, second in the series and first of the planned ones for this year, took place in Jos, Plateau State, in recognition of the evolving music culture in that part of the country. It was themed “Bars and Beats: Rap and Afrobeat” and was attended by hundreds of young creatives from Plateau and neighbouring states.
Panelists at the Jos summit included Jesse Jagz, songwriter, and rapper; Akinyemi Ayinoluwa, entertainment lawyer; Rosemary Ofoegbu, entertainment business consultant; Fiammari Zoaka, talent and events manager; and Tamunosaki Romeo, music business executive. The panelists discussed areas around the theme of the summit and the entertainment industry, such as song writing, music promotion, performance and collaboration, copyrights and the legal aspect of music business, artiste management, and music event management. They also provided relevant insights – challenges and opportunities – on the dynamics of the Nigerian music business market, and answered questions from the attendees on specific areas of personal interest.
(L-R)Panel Moderator, Samuel Akinnuga; Songwriter and Rapper, Jesse Jagz; Music Business Executive, Tamunosaki Romeo; Brand Manager (Gum & Candy) Cadbury West Africa, Joan Odafe; Entertainment Lawyer, Akinyemi Ayinoluwa; Entertainment Lawyer, Public Speaker and Entertainment Business Consultant, Rosemary Ofoegbu; Talent and Events Manager, Fiammari Zoaka, at the Breathe For It Summit, held in Jos recently.
Brand Manager (Gum & Candy), Cadbury West Africa, Joan Odafe, who was present at the summit, said, “The Nigerian music industry is currently one of the most thriving entertainment sectors globally, with a lot of talented young creatives looking for opportunities to start or grow their careers. Through the summit, we can fulfil our social mission to nurture young creatives in the Nigerian music industry and provide a platform that supports their career growth. The theme “Bars and Beats: Rap and Afro Beats” was carefully chosen to recognise the giant strides of Nigerian Rap and Afrobeats artistes around the world.”
Brand Manager (Gum & Candy) Cadbury West Africa, Joan Odafe, addressing the attendees.
A major highlight of the event was the freestyle rap battle and singing competition from which winners were rewarded with gifts courtesy of TomTom.
Nigerian ace rapper, record producer and songwriter, Jesse Jagz, commended TomTom’s decision to host the event in Jos. In his words: “Jos is a city full of potential superstars and talent. The work TomTom is doing to bring these talents closer to the knowledge that will elevate their journey is laudable. It not only recognises musical talent, but also opens the doors to a world of collaboration and partnerships for these creatives.”
Big Brother Titans former housemate, Blaqboi ,at the Breathe For It Summit in Jos.
Entertainment lawyer, Akinyemi Ayinoluwa, reiterated the importance of a strong brand identity for upcoming artistes. “The two most essential assets for a recording artiste or musical creative are the music you create and your identity. It is important to constantly work on those two assets and take advantage of opportunities that allow your assets shine through. This, in time, will draw your audience’s attention to your craft and give room for people to invest in you”.
The “Breathe For It” Summit is part of TomTom’s efforts to nurture youth creativity across the country, in recognition of Nigeria’s music export and a commitment to helping the youth thrive in their identified passion-points. The summit is an integral component of TomTom’s larger “Breathe for It” campaign, which was introduced in 2021 to help young creatives build capacity in a key passion area – music.
(L-R) Panel Moderator, Samuel Akinnuga; Entertainment Lawyer, Akinyemi Ayinoluwa; Music Business Executive, Tamunosaki Romeo; Public Speaker and Entertainment Business Consultant, Rosemary Ofoegbu; Brand Manager (Gum & Candy) Cadbury West Africa, Joan Odafe; Songwriter and Rapper, Jesse Jagz; Talent and Events Manager, Fiammari Zoaka, at the Breathe For It Summit, held in Jos recently.
About Mondelēz International (Cadbury Nigeria Plc.)
Mondelēz International helps people to snack right in over 150 countries across the world. With global net revenues of approximately $28.7 billion in 2021, it is one of the world’s largest snack companies. They also make and sell gum & candies as well as various dairy & groceries and powdered beverage goods in select markets. It operates in over 80 countries and is present in West Africa (Nigeria and Ghana) as Cadbury Nigeria Plc. Makers of TomTom (Classic Menthol & Freshlime), Cadbury candies (Buttermint, Coffee & Caramel), Bournvita, Hot Chocolate 3in1 and Bournvita Biscuits.
About ‘Breathe For It’ Summit
The “Breathe For It” Summit is an annual gathering of music business professionals and young creatives, courtesy of TomTom, Nigeria’s leading menthol candy brand. It is one of the initiatives of the brand’s social mission to nurture young music creatives and enthusiasts in the music industry with the knowledge to thrive in their music career pursuits. The summit offers insights into the latest trends, best practices, and emerging technologies around the music industry.
Introduces pivotal opportunity to support artistes across Nigeria
(LAGOS, Nigeria – March 28, 2023) – Cadbury Nigeria Plc (a subsidiary of Mondelēz International), producers of the number one leading Nigerian candy brand – TomTom, with variants; TomTom Classic and TomTom Freshlime, has been announced as the official sponsor of Nigerian Idol Season 8. This announcement was made at a media conference held in Lagos by MultiChoice Nigeria.
(L-R) Marketing Intern at TomTom Nigeria, Emmanuel Kuram; Nigerian Idol host, IK Osakioduwa; Executive Head, Content and West Africa Channels, Busola Tejumola; Nigerian Idol Host, Obi Asika; Brand Manager (Gum & Candy) Cadbury West Africa, Joan Odafe; Executive Head Marketing, Multichoice Nigeria, Tope Oshunkeye, at the Nigerian Idol press conference held at Multichoice Studio, Lagos State recently.
According to the Executive Head of Content and West African Channels at MultiChoice Nigeria, Busola Tejumola, Nigerian Idol continues to offer a unique platform for artistes to showcase their talent to a growing national and continental audience.
Category Lead (Gum and Candy), Cadbury West Africa, Morolake Emokpaire, discussed TomTom’s support of the music and entertainment industry at large – expressing TomTom’s enthusiasm for empowering young talented artistes. In her remarks, she said, “We are excited to be partnering with MultiChoice Nigeria to sponsor Nigerian Idol and build momentum with our investment in Nigeria’s music talent. We are proud to be associated with such an iconic talent show and look forward to the upcoming season’s activities”.
TomTom’s sponsorship of the show is in line with its social mission to discover, nurture and showcase young creatives. Brand Manager (Gum & Candy), Cadbury West Africa, Joan Odafe, emphasised this in her remarks when she said: “As part of our commitment to support young, aspiring talents, we will work with the first runner-up to further hone their music abilities. Through the programme, our team and partners will guide the individual through a bootcamp, as we provide the relevant promotional media benefits to support the growth of their music career.”
The show will premiere on April 23, with live performances starting on May 28. The grand finale will be shown on Africa Magic Showcase, Africa Magic Urban, and Africa Magic Family every Sunday for the next nine weeks, beginning on July 16. The official Channel of the show would also be accessible on DSTV Channel 119.
TomTom has continued to support the growth of talent in the entertainment space over the years through partnerships and sponsorships of events like the Clout Talk Concert, Ric Hassani Live, Pulse Fiesta, Vector’s Album Listening Party, DJ Consequence’s ‘Vibe of the Year’ party, and the 2022 MTV Base Cypher.
With its investment in Nigeria’s music industry, Tom Tom seeks to enhance the discovery of new talent, as it contributes to nurturing and showcasing young creatives who breathe for their passions. The mint candy’s ‘Breathe for It’ programme, which includes its Verse Challenge and Breathe Summit, will be expanded to include more partnerships and platforms that encourage individual and community growth.
About Mondelēz International
Mondelēz International helps people to snack right in over 150 countries across the world. With global net revenues of approximately $28.7 billion in 2021, it is one of the world’s largest snack companies. They also make and sell gum & candies as well as various dairy & groceries and powdered beverage goods in select markets. It operates in over 80 countries and employs approximately 80,000 people worldwide in our factories, offices, research and development facilities, and distribution activities. You can also visit Mondelez International
About Cadbury Nigeria Plc
The origins of Cadbury Nigeria Plc. date back to the 1950s when the business was founded as an operation to source cocoa beans from Nigeria, and as a precursor to enable the company’s founders to tap into opportunities used to serve the local consumer-market with world-famous, Cadbury-branded products. Fast forward to 2021, with our cocoa and butter processing plant in Ondo State and our manufacturing plant in Ikeja, Lagos state, we are proud manufacturers of our local flagship brand Cadbury Bournvita and our most loved candy brand for soothing relief, TOM TOM. We are also custodians of iconic and well-loved local brands such as Trebor Cadbury Buttermint, Cadbury Dairy milk, Cadbury Hot chocolate and Clorets. You can also visit their website for more information. Cadbury
