Pepsi: Longthroat campaign

This case study shows how Pepsi, a soft drinks brand, developed a social media campaign centered on Nigerian cultural identity to regain market share.

Pepsi: Longthroat campaign

Lola Agbaje, Segun Martins, Sinmisola Hughes and Jones Bassey

Campaign details

Brand: PepsiBrand owner: Pepsico Nigeria, Seven Up Bottling Company NigeriaLead agency: Insight PublicisContributing agencies: All Seasons Media CompanyCountry: NigeriaIndustry: Carbonated soft drinksChannels used: Events & experiential, Internet - display, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Public relations, Radio, Social media, TelevisionMedia budget: 1 - 3 million

Executive Summary

Whoever said the 'cola wars' were dead and gone?

In Nigeria, the battle lines have always been drawn between the usual players: global...

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