Cadbury Initiates Academy to Groom Music Creatives

Raheem Akingbolu

TomTom Candy, Nigeria’s favourite menthol brand, under Cadbury Nigeria Plc (a subsidiary of Mondelēz International), has launched Breathe Academy, a learning platform for music creatives and enthusiasts.

The launch event, which took place recently in Lagos, featured music performances from up-and-coming artistes, a live demo of the web platform, and a Q&A section.

The platform was officially launched by the Managing Director, Cadbury West Africa, Oyeyimika Adeboye. In attendance were representatives from Cadbury West Africa, experts from the music and entertainment sector, and young music enthusiasts.

Oyeyimika Adeboye, affirmed the company’s commitment to supporting young people in making a success of their creative inclinations. “TomTom is not just a refreshing mint candy, but a brand that recognises its social responsibility, with visible impact. Breathe Academy is an investment by Cadbury Nigeria Plc as our commitment to nurturing the next generation of music-industry trailblazers. We are ecstatic to provide a platform that not only imparts knowledge, but also fosters creativity, community, and success.”

Speaking on TomTom’s investment in music creatives and young talent, Category Lead, Gum and Candy, Cadbury West Africa, Morolake Emokpaire, said, “It is beautiful to see TomTom’s relevance through generations as the only black-and-white striped candy in Nigeria. Whether you are a professional giving a presentation or a music lover needing to clear your throat in the studio, TomTom is right there in your pocket. But it is more than that; it is also about our social mission. For every TomTom we sell, we want to give more value to the youth. We are invested in discovering young creatives and giving them one step up to shine. After sitting with young people to understand the pain-points, we realised this was a burden we could easily address. That’s why we are really glad we are here today – because the platform is one of the pillars through which we can nurture young talent. We will do more, but we want our users and fans to spread the word in getting more young creatives on board.”