The way I see Liberia

A new phenomenon never seen nor practiced before in Monrovia hit the Monrovian drinking communities hard and strong and soon spread across the greater Monrovia metropolitan area like wide fire. It is widely believed that this simple advertising scheme originated from a pub downtown Monrovia located on Gurley Street. I have visited that establishment and my experience was one of shock and awe. Shock and awe because a company of two could be seen with ten bottles of Guinness Stout between them on their table at one time. I am afraid to say, that ladies were engaged in the act equally with their male companions and or counterparts. The phenomenon is called “five for five.” Five for five has spread exponentially throughout Monrovia and its environs. What is "five for five?" Simply put, five US Dollar ($5.00), and that is the controlling factor, will give the buyer, five bottles of Guinness Stout. The gimmick was not only used for Stout, it expanded to small bottles of club beer and Heineken. The formula generated for the scheme was the total number of bottles followed by the dollar amount; hence, (# of bottles for $5). One could find four for five, five for five, six for five and sometimes seven for five, depending of the kind of drink and the nature of the establishment.

From my observation, the total number of bottles of drinks depended on three controlling factors, the nominal cost in Liberian Dollars of a single bottle of the drink in question, the exchange rate at any time of the US Dollar to the Liberian Dollar and the nature of the establishment. Every drinking outfit formulated its own strategy along with the fine prints. Five for five will be in bold letters but there will be the very fine prints at the bottom of the postal. Some fine prints would indicate, plus 25 Liberia Dollars while others might indicate plus 50 Liberian Dollars. The additional Liberian Dollars could range from $25 to $100. Some of these establishments are not really suited for the five 4 five challenges, but the advertising phenomena draws and lures costumers in their places of business; therefore, these drinking joints get in the act with such very fine prints for additional Liberian Dollars, what a joke!

I am not certain whether one could equate this scheme with the analogy of a quick nickel is much better than a slow dime. One thing I am certain is that the law of diminishing returns will swallow up this wave in the not too distant future. It is remarkable to note that there is even a music, which originates from the Cape Verde Island that is now been associated with the five for five challenge. Like everything else, Liberians have dubbed the music with a politically incorrect phrase, “the cripple music.” The rhythm or beat of the music is of such that the dance to the music must be of a high spirited one. It is of no laughing matter, but dancing to the beat of the music, one could easily shear away a few pounds of fat and do a number to his body mass index in one night’s session.

When this scheme began, the exchange rate of the US Dollar to the Liberian Dollar fluctuated between 71 and 72 Liberian Dollars to $1.00 US. At the time of this post, which is way overdue, the rate had dropped between 68 and 69 Liberian Dollars to 1 United States Dollar. As we all know in life, nothing lasts forever and one may just guess when this wave will come to an end. The holiday season is upon us and I do believe this “five for five” business will survive the Christmas Holiday Season, but how long after that, it is only time that will tell and my guess is as good as yours. One thing I do know, I will engage in the act one more time before it hits its demise.

Reporting from THE GROUND, this is Baby Rich.