Pepsi: Longthroat campaign

Lola Agbaje, Segun Martins, Sinmisola Hughes and Jones Bassey

Campaign details

Brand: Pepsi
Brand owner: Pepsico Nigeria, Seven Up Bottling Company Nigeria
Lead agency: Insight Publicis
Contributing agencies: All Seasons Media Company
Country: Nigeria
Industry: Carbonated soft drinks
Channels used: Events & experiential, Internet - display, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Public relations, Radio, Social media, Television
Media 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 giant Coca-Cola, armed with a seemingly limitless marketing budget, 1st mover advantage and die-hard consumer loyalty; and Pepsi, the choice of a rebellious new generation, with less marketing spend and guerrilla warfare in mind. Within the context of this 50 year rivalry entered from the flanks a new player: Big Cola, a new opponent looking to shake up the status quo and establish itself in the category.