Paper long abstract:

The Nigeria Brewery Limited opened the country’s first brewery in Lagos in 1949. Its product, Star lager beer, was a new brand which needed marketing to local drinkers. One way was though newspaper advertisements. The paper examines an extensive selection of such advertisements, which chart the rise of Star in the 1950s. The paper analyses the marketing messages, which grew over time from simple colonial ones to more sophisticated indigenised forms. A slide show of adverts will accompany the paper.