Pepsi: Hijacking the World Cup with the Nigerian 'Naija' spirit

Soft drinks brand Pepsi used an integrated multimedia strategy to appeal to fan pride and maintain profile in Nigeria during the 2018 FIFA World Cup.

Campaign details

Brand: PepsiBrand owner: Seven-Up Bottling Company NigeriaLead agency: Insight PublicisContributing agencies: All Seasons ZenithCountry: NigeriaIndustries: Carbonated soft drinksMedia channels: Integrated, Outdoor, out-of-home, Packaging & design, Point of purchase, in-store, Radio & audio, Social media, Television, Word of mouth, influencersBudget: 1 - 3 million

Executive summary

Thanks to the FIFA World Cup, 2018 was a big year for football, with every brand wanting to rise above the clutter of football messages to reach the consumer. But Pepsi had a bigger challenge; it didn't have...

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