Pepsi Nigeria has revitalized its iconic 60cl Long Throat Bottle, reintroducing it along with a dynamic marketing campaign dubbed “Big Big Tinz.” This initiative aims to convey the message of “Big Refreshment, Big Value,” spotlighting the brand’s commitment to resonating with the vibrant and youthful demographic of Nigeria. The campaign is a pivotal move in Pepsi’s marketing strategy, positioning them to connect more deeply with consumers by tapping into the cultural zeitgeist and contemporary pop trends.
To further enrich this campaign, Pepsi has partnered with Afrobeat sensation Young Jonn to produce a remix of his popular track, “Big Big Things,” which will serve as the official anthem for the campaign. This collaboration not only enhances the visibility of the campaign but also aligns Pepsi’s branding with themes prevalent in Nigerian youth culture. By integrating familiar sounds and rhythms into their marketing efforts, Pepsi aims to foster a strong emotional connection with its audience, ensuring the brand remains relevant and appealing among young consumers.
Sam Okolie, the Senior Brand Manager at Seven-Up Bottling Company, elaborated on the campaign’s objectives, emphasizing the desire to strengthen the brand’s relationship with its youthful audience. He articulated the importance of Pepsi being at the cutting edge of contemporary pop culture, leveraging influential partnerships and strategic platforms to amplify their message. According to Okolie, the campaign is designed to resonate with the unique ways Nigerians express their bold aspirations and cravings, transforming these cultural expressions into brand engagement opportunities.
The 60cl Long Throat Bottle, which originally made its debut in 2015, has now returned to the local market, specifically in bustling cities like Lagos, Ibadan, and Ilorin. This product reintroduction not only rests on its nostalgic appeal but also aims to meet the demands of consumers who value both quantity and quality in their refreshment choices. By focusing on this product, Pepsi reaffirms its position in the Nigerian beverage market, presenting an option that promises both satisfaction and value for money.
In addition to the promotional partnerships and product re-launch, Pepsi will also execute an experiential campaign, designed to engage consumers in active, memorable experiences across various locations such as malls and hotspots. These events are intended to provide direct interactions with the brand, fostering a deeper connection through experiential marketing channels. By creating lively and enjoyable occasions for consumers, Pepsi hopes to cultivate a sense of community and loyalty that will resonate beyond individual sales.
The remix of “Big Big Things” premiered on November 16 and is now available across multiple streaming platforms, including YouTube. By utilizing and promoting a popular track, Pepsi seeks to engage with a wider audience, ensuring the sound of the campaign reaches consumers both inside and outside of Nigeria. This strategic melding of music and branding not only capitalizes on current trends in the Nigerian music scene but also aims to solidify Pepsi’s presence as a cultural staple among Nigerian youth, thereby enhancing brand affinity and market presence.
