By Oyinkansayo Wole-Bodunde.
Pepsi has re-entered the Nigerian market with its 60cl LongThroat Bottle, accompanied by a bold marketing campaign.
The brand has tapped into the country’s vibrant pop culture scene, introducing its “Big Big Tinz” message, which emphasizes big refreshment and big value. To amplify this message, Pepsi has collaborated with Afrobeat sensation Young Jonn, who has created a Pepsi remix of his hit song “Big Big Things.”
This strategic partnership aims to deepen Pepsi’s connection with its target audience and establish the brand as a major player in Nigeria’s beverage market. The Pepsi 60cl Longthroat bottle, initially launched in 2015, is now available in Lagos, Ibadan, and Ilorin, offering consumers a unique combination of refreshment, value, and style.
According to Sam Okolie, Senior Brand Manager at Seven-Up Bottling Company, the choice of “Big Big Tinz” as the campaign’s theme song aligns perfectly with the brand’s message and resonates with its youthful audience. Okolie stated, “As a brand, we will continue to be at the forefront of driving contemporary pop culture, engaging the right partners and platforms to seed our message, drive connection, and dial-up affinity for the brand. Crafting such a compelling message, ‘Big Big Tinz,’ to communicate the relaunch of our 60cl Longthroat bottle was a natural fit. Nigerians have a unique style of expressing their bold cravings, big desires, and dreams. Tapping into the global hit song and popular street anthem allows us to entrench our message and the essence of the campaign – delivering big refreshments and Big Value. Also, Pepsi is deeply rooted in Nigerian pop culture, and this theme song strengthens the brand’s connection with the consumers as they chase their big ambitions.”
To further amplify the campaign, Pepsi is launching an experiential campaign, offering customers unique and memorable brand interactions in malls and other brand contact points. The remix track and video, launched on November 16, are now available for streaming and download on YouTube and all music platforms.
