It’s a surprise because for several years, Kneipe has not deployed advertising to support the Dano brand, despite its good quality and considerable market acceptance. Matter-of-fact, Dano’s absence on the advertising circuit has been a topic of discussion in the country’s marketing and advertising circles for some time. One marketing executive who does not what to be named said:”They (Kneipe) have a trader’s mentality, as long as the product is selling, they are not bothered about advertising to further build the Dano brand.” Last year however, Dano put up a showing when it took out a newspaper ad to mark the year’s World Milk Day.

But it was a one off thing. Now, Dano appears ready to push its brand. What is responsible for the change of heart?

One key reason is the changing dynamics of the market. In the past few years, several rivals have arrived on the milk scene and with their marketing and advertising savvy, they appear to be zooming ahead of Dano.

Take for example, Loya Milk a brand introduced just three years ago by Promasidor Nigeria. The company is spending big on popularizing the brand such that it may gain enough traction to become among the top three milk brands in the country within a short period of time. The undisputed market leader is Peak Milk, from FrieslandCampinaWAMCO Plc.

Then, number two appears to be anyone’s play. There are several contenders— Cowbell (Promasidor/ WonderFoods), 3Crowns (FrieslandCampinaWAMCO), Nido (Nestle Nigeria) and Hollandia (Chi Group).. Other players include Blue Boat from Ranona; Olympic (PZCussons).Nunu (Nutricima/PZCussons) and Amila, among others.

For years, Dano’s lack of advertising support has kept the brand largely unpopular even though the product is of excellent quality, being a whole milk product unlike several competitors which are “filled” milk. Filled milk has some natural components taken out and replaced with artificial vitamins. Market dynamics also dictates that Dano has to change along with it.

Cowbell had proved that a milk brand could be a mass market success even with thin margins.(Cowbell was selling in 5gram sachets sold for N10 each).That prompted market leader, Peak Milk to condescend  to sachets from its age-long tins for both its liquid and powder milk products.

Three years ago, Peak had even added chocolate flavor to its milk—dancing to the new tune of the market. Dano too, has introduced small sachets. Perhaps worse, it is toeing the line by introducing “filled” milk sachets, to cater to the low end of the market-- something it has not done in decades. Dano has always been sold in dry powder form.

Really, the Dano press ads are quite colourful and attractive. Whether these would help to keep thirsty rivals eager to take its position in the market at bay, is the big question.