Power Oil, a prominent cooking oil brand in Nigeria, has launched its “Certified Healthy, Certified Fit” agenda, a comprehensive initiative designed to promote healthy living among Nigerians by emphasizing the interconnectedness of nutrition and physical activity. This campaign marks a strategic shift for the brand, moving beyond traditional marketing focused on price and taste to position Power Oil as a lifestyle choice that prioritizes health and well-being. The campaign specifically targets urban millennials and Gen Z, recognizing these demographics’ growing interest in health-conscious living. By associating healthy eating habits with an active lifestyle, Power Oil aims to become an integral part of consumers’ daily routines, fostering a holistic approach to wellness that extends beyond the kitchen.
The brand’s partnership with Big Brother Naija, a popular reality TV show in Nigeria, plays a key role in this strategy. Leveraging the show’s wide reach and cultural influence, Power Oil seeks to seamlessly integrate its health message into the entertainment landscape. This collaboration allows the brand to promote its two flagship products, Power Oil Lite and Power Oil Vegetable, in a relatable and engaging manner. Power Oil Lite is presented as a catalyst for daily inspiration and an active lifestyle, appealing to individuals focused on maintaining a healthy weight and enhancing physical performance. Meanwhile, Power Oil Vegetable is positioned as a staple for overall family well-being, emphasizing its nutritional benefits for all ages. This two-pronged approach allows Power Oil to cater to a broader consumer base while reinforcing its commitment to healthy living across demographics.
Power Oil’s marketing approach stands out due to its integration of cultural relevance with established wellness platforms. By understanding the specific needs and preferences of Nigerian consumers, the brand develops initiatives that resonate with local culture while effectively promoting healthy habits. This culturally sensitive approach is evident in their diverse range of programs, including fitness-focused campaigns, nutrition education programs, and community health camps. Furthermore, Power Oil actively engages in advocacy work, partnering with organizations like the Kanu Heart Foundation to support critical healthcare initiatives. This holistic strategy underscores the brand’s commitment to making a tangible impact on the health of Nigerian communities.
Over the years, Power Oil has consistently demonstrated its dedication to consumer well-being through various impactful initiatives. In 2024 alone, their health camps reached over 72,000 Nigerians, providing valuable health screenings, education, and resources. Their collaboration with the Kanu Heart Foundation facilitated three life-saving heart surgeries, demonstrating a commitment to addressing critical health needs within the community. These actions solidify Power Oil’s role as more than just a provider of cooking oil; the brand positions itself as a catalyst for positive lifestyle changes, inspiring healthier choices across various aspects of life, from the kitchen to the workplace.
Central to Power Oil’s brand messaging is the dual certification of “Certified Healthy” meals and “Certified Fit” lifestyles. This unique positioning emphasizes the brand’s dedication to both nutritional excellence and physical well-being. By highlighting these certifications, Power Oil reinforces its commitment to providing consumers with products that support a holistic approach to health. This dual focus differentiates Power Oil from competitors, emphasizing the brand’s dedication to a comprehensive wellness strategy.
Roland Akpe, Marketing Manager of the Oils and Fats Portfolio at Tolaram, the parent company of Power Oil, underscores the brand’s focus on consumer heart health. He reiterates Power Oil’s commitment to developing high-quality products that prioritize nutrition and well-being. This commitment is reflected in the brand’s ongoing efforts to educate consumers about the importance of healthy eating habits and active lifestyles. By combining carefully formulated products with targeted health initiatives, Power Oil aims to empower Nigerian consumers to make informed choices that benefit their overall health and well-being, with a particular emphasis on heart health.
