In an industry where controversy can often keep celebrities in the headlines, staying away from scandals can also have its rewards.
For award-winning television personality Abena Kyei Boakye, her relatively low-key public image appears to be opening doors, with the latest being her appointment as brand ambassador for Ghanaian-owned detergent brand, Glow Washing Powder.
Abena was unveiled at a ceremony held at the ESP Hotel in Labone, Accra, last Thursday.
Her new role adds to the growing opportunities available to celebrities whose public image makes them attractive to brands seeking personalities they can confidently associate with their products.
Speaking at the ceremony on behalf of the Chief Executive Officer of Glow Soaps & Detergents, Nana Akua Darkowaa, also known as Faustina Darko, Madam Sweetie Acquah said the company was committed to providing effective and affordable cleaning products while building a strong Ghanaian brand.
She said Abena’s appointment would help increase awareness of Glow Washing Powder and take the product closer to consumers across the country.
Glow Washing Powder is marketed as a laundry detergent designed to remove stubborn stains without prolonged soaking or excessive scrubbing.
The parent company, Glow Soaps & Detergents, manufactures a range of household and commercial cleaning products, including bar and liquid soaps, bleach, floor and glass cleaners, sanitisers and disinfectants.
For Abena, whose public image has largely centred on her work in television and entertainment, the partnership fits neatly with the personal brand she has built over the years.
Reflecting on what the deal means to her, she said: “It is a pleasure to be here with you this evening. Indeed, today is more than an unveiling for me. It is the beginning of a beautiful partnership with a brand that understands something very important — when you look good, feel good and live clean, you glow differently.”
She added that Glow was not simply about washing clothes but also about the confidence that comes with wearing clean and fresh clothes.
“For me, Glow is not just about washing clothes. It is about freshness, confidence and that beautiful feeling you get when your clothes are clean, bright and ready for the world,” she said.
Abena said she looked forward to taking the brand closer to consumers in their homes and communities.
The ceremony was hosted by JoyPrime presenter Kpekpo Maxwell Justice (KMJ) and featured a comedy performance by Comedian Hogan.
Among the guests were Director of Diaspora Affairs at the Office of the President, Kofi Okyere Darko; musician Nacee; counsellor George Lutterodt; and Ghana’s Most Beautiful personality, Belinda Fosua Amoah, popularly known as Fosua.
