#Naijaalltheway : evoking the naija spirit through Pepsi advertisement /

Advertisers use music in various ways to appeal to consumer emotions and promote their products. This case explores how Pepsi localised its marketing campaign in Nigeria by adopting a customised and bespoke song for an advertisement that went viral in June 2018. Created by Pepsi Nigeria in collabora...

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Bibliographic Details
Main Author:	Mogaji, Emmanuel (Author)
Format:	eBook
Language:	English
Published:	London : SAGE Publications: SAGE Business Cases Originals, 2019.
Series:	SAGE Knowledge. Cases. SAGE research methods. Cases.
Subjects:	PepsiCo, Inc. > Marketing. PepsiCo, Inc. Singing commericals > Nigeria > Case studies. Marketing Nigeria Electronic books. Case studies Case studies. Études de cas.
Online Access:	Connect to the full text of this electronic book

Description
Summary:	Advertisers use music in various ways to appeal to consumer emotions and promote their products. This case explores how Pepsi localised its marketing campaign in Nigeria by adopting a customised and bespoke song for an advertisement that went viral in June 2018. Created by Pepsi Nigeria in collaboration with local musicians, the song carries a lyrical power that Nigerians can relate to and evokes the Naija spirit--a colloquial term used to describe a people full of life, love, loyalty, and resilience. The song offers Nigerian consumers a sense of belonging while tapping into their national pride ahead of the World Cup. This regionally specific strategy is reflected in the motto of the marketing campaign--Naija all the way.
Physical Description:	1 online resource.
Bibliography:	Includes bibliographical references and index.
ISBN:	9781526469748 152646974X