Joy Agwunobi
CWAY Food & Beverages, makers of the flagship fruit milk drink, Nutri-Milk Superkids, recently hosted an exciting Children’s Day celebration in Lagos, designed to deepen engagement with young consumers while creating unforgettable moments of joy.
Themed “Cheers to our Superkids!”, the event delivered a rich, experiential activation that underscored the brand’s ongoing commitment to nourishing young minds and recognising their potential. It brought together children from various schools across Lagos, offering a blend of entertainment, education, and fun, all anchored on Nutri-Milk Superkids’ enduring promise as the “Smart Drink for Smart Kids.”
The gathering served as a vibrant platform to promote the nutritional benefits of Nutri-Milk Superkids, particularly its inclusion of DHA, a vital nutrient for brain development. Children in attendance were treated to an array of engaging activities, from games and face painting to high-energy dance competitions. An exclusive cinema screening and a surprise appearance by a celebrity guest added extra excitement to the celebration.
Reflecting the values of vibrancy, nourishment, and growth that Nutri-Milk Superkids represents, the event also featured the presentation of special awards and prizes to winners of the Nutri-Milk Superkids Social Media Challenge.
The digital contest encouraged parents to share proud, playful moments of their children online, with selected winners receiving VIP treatment at the event. They were also spotlighted in a celebratory video montage and gifted exclusive brand merchandise and themed souvenirs.
Addressing guests at the event, Adam Olaleye, acting brand manager for Nutri-Milk, speaking on behalf of Rohit Prakash, marketing director of CWAY Food & Beverages, emphasised the company’s dedication to fostering both the physical and cognitive well-being of children.
“At CWAY, we view children not just as consumers but as our present-day champions—full of promise and potential. Nutri-Milk Superkids was created not just to nourish the body but to spark joy and stimulate the mind,” Olaleye stated, adding “With the inclusion of DHA Plus in every bottle, we are giving kids the cognitive support they need. And with events like this, we’re building the kind of brand memories that last a lifetime. Every child here today is a Superkid, and this is our way of saying we see them, we honour them, and we cheer them on.”
Also speaking at the event, Funso Elubeku, deputy general manager (Marketing), represented by Maxwell Igba,brand activation manager for Nutri-Milk, described the event as a significant milestone in CWAY’s brand-building journey.
“The Children’s Day event was another milestone in CWAY’s ongoing strategy to build emotional resonance with children and parents alike. Thus, we are deliberate in how we build this brand,” Igba said.
The event was further amplified through a robust digital campaign, which, according to Odinaka George, digital marketing manager at CWAY, was designed to align with the evolving habits of today’s digitally savvy young generation.
“Today’s children are digital natives; they engage, play, and learn in ways that transcend physical spaces,” George explained. “So, we designed a campaign that tapped into their digital habits while also bringing it full circle with a real-world celebration. From online contests to in-person cheers, we’ve created a Superkids ecosystem that connects the dots between health, happiness, and brand love.”
The campaign, executed across platforms such as Facebook and Instagram, featured fun quizzes, dance challenges, and giveaways, all of which contributed to driving anticipation, participation, and attendance at the event.
The Nutri-Milk Superkids Children’s Day celebration not only highlighted CWAY’s investment in building positive brand experiences for children but also reinforced its mission to support their growth, development, and happiness.
