What happens when a powerhouse media icon and one of Africa’s most trusted brands join forces again? You get a partnership that keeps making waves across West Africa’s business landscape. Flora, the household name in tissue and hygiene products from Delta Paper Mill, has just renewed its alliance with celebrated broadcaster and brand ambassador Serwaa Amihere. The announcement was made in a cozy yet elegant gathering at the Imperial Peking Chinese Restaurant on March 20, 2025—a setting befitting a partnership that’s brought authenticity, trust, and real market impact to Ghana and beyond.
But what’s the inside story behind Flora’s bold decision to keep Serwaa on as the face of not just Flora Tissues, but also Flora Kids, Tango Prime Washing Powder, and Top Choco? Is it just about fame—or is there a deeper connection between the brand and the everyday people it serves, from Accra to Lagos?
Serwaa Amihere: Four Years of Unmatched Brand Loyalty
For four years and counting, Serwaa Amihere has worn the Flora badge with an unmistakable sense of pride. In an interview with Pulse, she couldn’t hide her excitement, revealing how the journey has shaped her career and the connections she’s built on the street. According to her, Flora’s community engagement isn’t about glossy billboards—it’s about face-to-face impact through street activations and heartfelt interactions.
Every time we’ve done the street activations, they’ve been amazing because I get to see how much people love the brand. I underestimated how much they use it. We’re in traffic, and we see almost every car has a Flora box of tissues in it. People stop and say, ‘Hey, we use Flora tissues.’ It’s a great feeling.
She recounts emotional moments meeting market women, taxi drivers, artisans, and even security personnel. Who would have thought a simple tissue brand could spark such genuine admiration? “You meet all sorts of people—professionals, taxi drivers, structural drivers, policemen, military officers—all telling me they love Flora tissues. It’s very touching,” she shared, her voice tinged with pride and a hint of wonder.
When asked about the contract renewal, Serwaa’s gratitude was palpable—a sentiment that echoes the journey of many Nigerian entrepreneurs and working professionals who know that consistent dedication pays off in a region where opportunities are hard-fought and just as fiercely celebrated.
“I’m really looking forward to this new phase, and I’m very grateful to the brand for believing in me. I stand to be corrected, but I don’t know of any brand that has worked with an ambassador for four years. If there is, that’s great, but I believe I am the first. There’s a lot of work ahead, and I’m looking forward to doing even more.”
Commendations for Serwaa’s Dedication
Barbara Incoom, Flora’s Marketing Manager, didn’t mince words when hailing Serwaa’s drive. She explained, “She puts herself into it. Someone once told me, ‘Oh, I thought the company was hers.’ And at UPSA, someone said, ‘I thought Flora was hers the way she represents it.’ Four years with the brand is not easy. We call her morning, afternoon, evening—short notice, long notice—and she always shows up.” It’s this level of ownership that turns brand ambassadors into true partners, especially in the often unpredictable West African market.
The event, though purposely kept tight-knit, drew applause from fellow brand ambassadors such as Ghanaian movie legend Fred Amugi, gospel star Piesie Esther, and rising voices like Tessy and Asiedua. Amidst the cheerful banter, there was a sense of kinship—Serwaa’s story resonated with everyone who has ever gone the extra mile for their brand or business.
One moment that melted hearts? The adorable debut of baby Asesewaa, the fresh face of Flora Diapers. Her innocent smile seemed to tie together the entire Flora family, as if saying, “This brand truly cares for every generation.”
Flora’s Commitment: Building Trust, Nurturing Partnerships
Delta Paper Mill’s ambition reportedly extends far beyond this current partnership. The company has steadily carved out a niche in Ghana’s competitive tissue market since 2009, operating from a state-of-the-art facility in Tema’s Motorway Industrial Area. Their impressive suite—including top-quality toilet rolls, napkins, facial tissues, pocket tissues, chocolate, and washing powder—caters to homes and businesses looking for reliability, affordability, and peace of mind.
- Delta Paper Mill Ltd claims over a decade of experience serving West African consumers.
- Its 5,700-square-metre factory reportedly employs hundreds, boosting local economies and skills.
- Flora is alleged to be one of the most recognized tissue brands in both Ghana and anglophone West Africa, a testament to years of consistent quality and meaningful branding.
So, why does this matter to the average Nigerian or Ghanaian? Because strong, home-grown businesses improving the local economy don’t just create jobs; they build legacies—something both Serwaa Amihere and Flora are proving every single day.
Challenges & The Road Ahead
Of course, maintaining such a partnership in West Africa isn’t beans, as any entrepreneur will confess. Growing competition, rising production costs, and shifting consumer expectations test even the most established brands. Industry watchers have pointed out that with foreign imports flooding markets, only brands that stay connected to local realities—like Flora—stand a fighting chance. According to Abuja-based analyst Chinedu Okoro, “People want products with value, yes, but they also want to see brands standing with and for them in the community. That human face goes a long way.”
Serwaa’s Impact: Beyond The Surface, Into The Heart of Africa
What truly sets Serwaa Amihere’s brand ambassadorship apart, according to attendees and marketers alike, is her authentic human connection. This isn’t just a deal on paper—it’s a partnership that touches the lives of ordinary people every day. Her story reminds us that African brands don’t need glitz to win loyalty; real engagement and consistency matter more in a society where word-of-mouth still reigns supreme.
Is this the blueprint for brand success in Africa? Many market analysts say yes—when the face of your brand is trusted in both oil-rich cities and the grassroots, you’re on the right track.
Conclusion: The Unspoken Power of Home-Grown Partnerships
As Serwaa Amihere embarks on another chapter with Flora, all eyes are on how this synergy will empower more businesses, delight more consumers, and perhaps inspire other home-grown brands across Nigeria and West Africa to deepen their ties with real faces and real stories. In a business climate as unpredictable as Naija’s own weather, only brands that connect from the heart are built to last.
What’s your perspective—do local brand ambassadors truly drive loyalty in Africa’s fast-evolving markets? Share your take and let’s start a conversation that lifts our industries higher!
Email for story sales/submissions: story@nowahalazone.com
General support: support@nowahalazone.com
Join the conversation on social media—follow us for the latest on African business, lifestyle, and entertainment:
Facebook,
X (Twitter),
Instagram.
What’s your view? Drop a comment and follow us for more updates!
