NESCAFÉ has reinforced its commitment to supporting Nigeria’s vibrant entrepreneurial culture by rewarding young business owners with tools to boost capacity-building opportunities designed to accelerate the growth of their enterprises.
The initiative, executed through the NESCAFÉ Next Level Promotion, saw four outstanding entrepreneurs receive business equipment, including a sewing machine, professional make-up kit, camera and laptop, alongside seed support to strengthen their businesses.
Speaking during the grand prize presentation in Lagos, the Managing Director and Chief Executive Officer of Nestlé Nigeria, Wassim Elhusseini, said the campaign was inspired by the resilience, creativity and determination displayed daily by millions of Nigerians striving to build sustainable livelihoods.
According to him, the promotion was created not only to reward loyal consumers but also to recognise the hard work and entrepreneurial spirit that continue to define the country’s young population. He noted that Nigerians consistently demonstrate remarkable determination despite economic challenges.
Elhusseini stated that for decades, NESCAFÉ has remained a companion to Nigerians, helping them begin each day with purpose and ambition. He added that as consumers evolve and pursue bigger dreams, the brand is equally committed to evolving alongside them through meaningful initiatives that create lasting value.
Also speaking, Category Manager, Coffee, Jean-Pierre Duplan, reaffirmed the company’s commitment to empowering everyday Nigerians beyond simply offering quality coffee products. He explained that the promotion reflected the brand’s belief in rewarding ambition with practical support capable of transforming lives.
Duplan said unlike conventional consumer promotions that focus solely on cash giveaways, the NESCAFÉ Next Level Promotion was intentionally designed to provide entrepreneurs with tools of trade, business support and opportunities that could make a lasting impact on their careers.
He disclosed that the nationwide campaign attracted more than 240,000 entries, while over 41,000 consumers won airtime, cash prizes and other rewards during the three-month exercise, describing the public response as one that exceeded the company’s expectations.
Beyond the four grand prize winners, beneficiaries also received seed funding and business development training to help them strengthen their enterprises and sustain long-term growth. Winners emerged from different parts of the country, including Lagos, Kaduna, Plateau and Ebonyi states.
One of the beneficiaries, Jennifer Shonde from Kaduna State, described the experience as life-changing. She said the promotion gave her the opportunity to visit Lagos and travel by air for the first time, adding that the memorable experience would remain with her forever.
Another winner, Najim Yusuf from Plateau State, expressed gratitude to the company, saying he initially doubted the authenticity of the promotion until company officials confirmed his victory. He encouraged Nigerians to participate in future editions, stressing that genuine opportunities still exist.
Similarly, Nwogiji Chukuemeka from Ebonyi State said winning came as a pleasant surprise, noting that he never imagined he would emerge among the grand prize recipients despite the large number of participants across the country.
Speaking with journalists after the event, Duplan reiterated that the promotion reflected NESCAFÉ’s long-term vision of connecting meaningfully with young Nigerians by supporting their aspirations rather than merely distributing promotional gifts.
Brand Manager, Ifechukwu Nwokoye, explained that the campaign was developed to inspire young Nigerians to pursue their dreams with confidence. According to him, whether consumers aspire to become entrepreneurs, professionals or innovators, NESCAFÉ remains committed to supporting their journey.
He maintained that although the NESCAFÉ Next Level Promotion has ended, the company’s mission to celebrate resilience, reward loyalty and empower Nigerian entrepreneurs will continue through future initiatives aimed at creating opportunities for ambitious young people across the country.
NESCAFÉ Empowers Young Entrepreneurs With Business Tools To Boost Enterprise
