Brand awards N500,000 to Marathon winners, sustains health advocacy
Power Oil concluded its community-focused participation in the Access Bank Lagos City Marathon 2026, awarding N500,000 in prizes to top finishers from its exclusive running community while emphasizing collective wellness
Power Oil concluded its community-focused participation in the Access Bank Lagos City Marathon 2026, awarding N500,000 in prizes to top finishers from its exclusive running community while emphasizing collective wellness over individual competition.
The initiative, which spanned several weeks of preparation before the February 14 race, demonstrated the brand's commitment to translating health advocacy into direct community action.
"Our goal was to make marathon participation accessible to everyday Nigerians," said Roland Akpe, Marketing Manager, Oils and Fats Portfolio at Tolaram.
"We wanted to demonstrate that with proper support and community, anyone can achieve fitness goals they previously thought impossible."
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The Power Oil Exclusive Running Community provided participants with comprehensive marathon preparation support, including professional coaching, structured training schedules, nutritional guidance, and continuous digital engagement through a dedicated WhatsApp platform. To recognize outstanding performance, they allocated N500,000 in cash prizes for the top three finishers within the community:
The marathon initiative continues Power Oil's long-standing commitment to cardiovascular health in Nigeria. For 13 years, the brand has implemented various health-focused programs, including: WalkHeartOn, an annual event commemorating World Heart Day; Free health screening camps that have reached over 72,000 Nigerians; and continuous public education on heart-healthy cooking and lifestyle choices.
Unlike typical event-based marketing campaigns, the Power Oil Running Community continues to operate beyond the marathon. The community approach reflects an evolving brand strategy in Nigeria's consumer goods sector, where leading companies increasingly invest in genuine consumer wellness rather than limiting engagement to product transactions.
According to the brand, the exclusive community model may serve as a template for other brands seeking to meaningfully contribute to public health improvement while building authentic consumer relationships.