Promasidor Ghana Rewards Winner of Cowbell Coffee “With You Every Moment” Promo with Suzuki Jimny – Life Pulse Daily

Introduction

The Ghanaian beverage market witnessed a headline‑making moment when Promasidor Ghana Ltd. announced that the grand prize of its Cowbell Coffee “With You Every Moment” promotion was a brand‑new Suzuki Jimny. The lucky recipient, 23‑year‑old graduate Aaron Beteryel from the Upper West Region, was celebrated at a ceremony in Accra on 9 October 2025. This article dissects the promotion’s design, prize distribution, regulatory framework, and the broader marketing impact, while offering practical advice for consumers who wish to join similar campaigns.

Analysis

Promotion Timeline and Reach

The promotion ran from 15 July 2025 to 30 September 2025. Within just over two months, the campaign attracted 952,659 entries from across Ghana, demonstrating both the brand’s market penetration and the appeal of high‑value prizes.

Prize Structure

Promasidor’s “With You Every Moment” promo offered a tiered reward system:

• 20,138 assorted prizes, ranging from cash vouchers to consumer electronics.
• High‑profile items such as PlayStation 5 consoles, smartphones, laptops, Bluetooth headsets, and all‑expense‑paid trips to Zanzibar or Cape Town.
• Every participant also received Cowbell Coffee merchandise, airtime, and data bundles, reinforcing brand loyalty.
• The top prize: a Suzuki Jimny (2025 model) awarded to Aaron Beteryel.

Geographic Distribution of Draws

Four mini‑draws were held bi‑weekly at high‑traffic locations to ensure nationwide visibility:

1. Kejetia Market, Kumasi (Ashanti Region) – first draw.
2. University of Education, Winneba (Central Region) – second draw.
3. Tamale (Northern Region) – third draw.
4. Okaishie Market, Accra (Greater Accra Region) – final draw.

Key Stakeholder Statements

Samir Sadaoui, CEO of Promasidor Ghana, emphasized the promotion’s purpose: “The Cowbell Coffee promo is a testament to our commitment to nurturing strong relationships with valued clients, bringing smiles to households and thanking Ghanaians for supporting Cowbell Coffee since its launch in 2004.”

Michael Hagan, Marketing Manager, highlighted the brand’s promise of “delivering top‑quality drinks across all markets” and how the promotional activities reinforce that promise.

Regulatory Oversight

The promotion was conducted under the supervision of the National Lottery Authority (NLA) through the Caritas Lottery platform. This ensured compliance with Ghanaian lottery law, guaranteeing fairness, transparency, and the protection of consumer rights.

Summary

Promasidor Ghana’s “With You Every Moment” campaign successfully merged brand activation with consumer rewards. By offering a diverse prize catalogue and a marquee vehicle prize, the company deepened engagement among coffee drinkers while adhering to strict legal standards. The event’s high entry count and nationwide draws underscore the potency of experiential marketing in the Ghanaian FMCG sector.

Key Points

Practical Advice for Future Participants

How to Enter a Promotional Lottery

1. Read the official terms and conditions. Look for eligibility criteria (age, residency, purchase requirements).
2. Keep proof of purchase. Many promotions require a valid receipt or barcode scan.
3. Register on the designated platform. For this promo, entries were logged through the Caritas Lottery portal.
4. Track entry confirmation. Save the confirmation email or SMS for future reference.
5. Stay informed about draw dates. Follow the brand’s official social media channels for live updates.

Maximising Your Chances

• Purchase multiple qualifying units if the rules allow multiple entries per purchase.
• Engage with the brand’s online community – some promos add “social interaction” entries for sharing posts or tagging friends.
• Check for regional mini‑draws; attending a local draw can provide instant smaller rewards.

Collecting Your Prize

Winners are typically notified via phone, email, or SMS. To claim a prize:

1. Present the original entry receipt and a valid ID (e.g., national ID or passport).
2. Sign a prize‑acceptance form confirming you understand any tax obligations.
3. Arrange transportation to the designated collection point – for the Suzuki Jimny, this involved traveling to the Accra head office.

Points of Caution

• Scam awareness: Only official communications from Promasidor or the NLA should be trusted. Never pay a fee to claim a prize.
• Data privacy: Verify that the platform (Caritas Lottery) follows Ghana’s Data Protection Act when handling personal information.
• Eligibility verification: Ensure you meet all criteria before entering; ineligible entries are disqualified.
• Tax implications: High‑value prizes such as vehicles may be subject to Ghana Revenue Authority (GRA) taxes. Winners should consult a tax professional.

Comparison with Similar Promotions

Local FMCG Campaigns

Other Ghanaian consumer‑goods brands—such as FanMilk and Nestlé—have run promotions offering cash and appliances. Compared to those, the Cowbell Coffee promo distinguished itself by:

• Offering a vehicle as the top prize, a rarity in FMCG contests.
• Leveraging the National Lottery Authority for regulatory assurance, which many smaller brands lack.
• Integrating a multi‑prize tier system that includes both high‑tech gadgets and travel experiences.

International Benchmarks

Globally, coffee brands like Starbucks and Nescafé run “buy‑and‑win” campaigns. The Ghanaian model aligns with best practices observed in markets such as Kenya and Nigeria, where:

• Regulatory bodies (e.g., Kenya’s Betting Control and Licensing Board) oversee prize draws.
• Prizes are localized (e.g., motorbikes, smartphones) to suit consumer purchasing power.
• Social media amplification drives participation, similar to Cowbell Coffee’s strategy.

Legal Implications

Under Ghana’s Lottery Act, 2006 (Act 722), any promotional activity that involves a prize draw must obtain a licence from the NLA. The Caritas Lottery platform, operating under this licence, ensures:

• Transparent random selection of winners.
• Compliance with anti‑money‑laundering (AML) standards.
• Consumer protection provisions, including clear terms of entry and dispute resolution mechanisms.

Failure to adhere to these regulations can result in fines, licence revocation, or criminal prosecution. Promasidor’s partnership with the NLA demonstrates due diligence and mitigates legal risk.

Conclusion

Promasidor Ghana’s “With You Every Moment” promotion exemplifies an effective blend of brand reinforcement, consumer reward, and regulatory compliance. By awarding a Suzuki Jimny to Aaron Beteryel and distributing over 20,000 additional prizes, the company succeeded in:

1. Deepening emotional connection with existing coffee drinkers.
2. Attracting new customers through high‑visibility prize tiers.
3. Demonstrating corporate responsibility by operating under NLA oversight.

For marketers, the campaign offers a blueprint: combine a compelling headline prize, a tiered reward system, and transparent governance to maximize reach and brand goodwill.

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