December 17, 2009 – EABL has named music icon, Nameless aka David Mathenge as its new Responsible Drinking Campaign Ambassador.
EABL Managing Director, Seni Adetu while making the announcement said, “EABL has been running Responsible Drinking (RD) campaigns for five years with tremendous success. These RD campaigns are underpinned by our responsibility towards the well being of our consumers and we are now climbing a notch higher by bringing Nameless on board.”
Adetu noted that as the RD Ambassador, Nameless would be the cause representative.
“He resonates well with our consumers. He has the right attitude and passion; he is of very high moral integrity, is reliable and very popular especially among the young generation. This engagement with Nameless gives us another platform to share RD messages during the festive season and beyond, as a responsible corporate citizen”, observed Adetu.
“At EABL we believe that the consumption of alcohol can be a part of a balanced lifestyle. But we also acknowledge that if taken in excess, alcohol can lead to serious health and social problems. That is why we have devised this campaign to encourage responsible behaviour around alcohol.”
Adetu noted that feedback indicated that the RD campaign was successful with responsible drinking attitudes taking root among customers.
“The RD initiatives have also led to increased awareness on issues relating to responsible consumption of alcohol.”
He added; “We have committed resources through the campaign to share responsible drinking messages to encourage positive behaviour by our consumers.”
Some of the key RD initiatives include; a designate-a-driver media campaign; training of bartenders; engaging local universities to spread the RD message; and bottle messaging among others.
Born in August, 1976, Nameless was discovered in 1999 through a star-search contest on Kenya’s urban music, which he won with his original song “Megarider.”
Since then, he has release hit after hits, winning awards and accolades across the region and in Africa.
He is an architect graduate from the University of Nairobi and a budding entrepreneur. In 2004, Nameless married fellow musician, Wahu Kagwe and they have a three-year-old daughter.