By Tunde Osho
Pepsi, a major brand under the care of the 7Up Bottling Company Nigeria, has said it is going to leverage technology to drive its aggressive marketing this year, with the hope of increasing its share of the Nigerian market.
The brand said its unique marketing in 2017 gave it an edge over its competitors, citing the ‘NoShakinCarryGo’ campaign, which was launched at the Lekki Tollgate on 11 August, 2017.
A few weeks before then, the brand had announced that Pepsi 50cl PET bottle price was been reduced to N100 with the #NoShakinCarryGo campaign (in Lagos and Ibadan).
“In what looked like a Christmas day bonanza, consumers who drove by between 5pm and 6pm on that day, were pleasantly surprised as they enjoyed a rare toll free passage, along with chilled 50cl plastic bottles of Pepsi,” the company said in a statement.
The brand commended Insight Publicis for the campaign and its eventual success, saying that they reflected the agency’s tradition of consistently creating campaigns that were not just witty but could also resonate with the culture and expectations of the Nigerian consumers.
“Our message was crystal clear; to stay positive and keep on being true to the Nigerian spirit as this is how you can succeed both individually and collectively. As a can-do nation, this message was quickly embraced and adopted,” the Creative Director at Insight Publicis, Sinmisola Hughes-Obisesan, was quoted to have said in the statement.
She added that the concept was intended to provoke a marketing ‘Tsunami’, adding that, “We were the first agency to make a digital storm with the Long Throat campaign and so we looked again to how we could create another campaign that would create another big ‘Tsunami.’
“We thought of high traffic congestion points and that’s when the Eureka moment arrived. As the toll hadn’t been done properly before, it was only a question of how to make it work. The rest is history.”