The Spark Magazine (Jun 2018)

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The Spark | Ignite/Connect/Achieve www.thesparkng.com bus conductors were hilarious and engaging. Next, they gave an opportunity for 22 Nigerians to go ‘To Russia with Coke’, using the ‘code under bottle cover’ method, a definite way to increase sales while driving engagement. Coca-Cola also secured official sponsorship of the Super Eagles. Riding on this, the company is leveraging its extensive access to the team, hosting Instagram Live sessions and releasing a range of Super Eagles Coke bottles with a call for Nigerians to ‘Share a Coke with our Eagles’. The campaign came with a Television Commercial starring the Super Eagle, William Troost-Ekong, and tells a great story of the unrelenting spirit of Naija as a young Nigerian boy kept searching for a Coke bottle with Ekong’s name on it. He finally gets one when he finds Ekong on a training pitch. So far, Coca-Cola seems to be milking its sponsorship as much as it can. Positioning its soda as the preferred drink of the Super Eagles will most likely pay off at the grassroots level as people hunt for bottles with an Eagle’s name on it. Pepsi Nigeria As a non-sponsor, Pepsi went guerrilla with their promotional activities, launching a campaign only two weeks to the start of the World Cup. Instead of World Cup logos and trademarked assets, the company enlisted its retinue of entertainment and sports ambassadors, including five key members of the Super Eagles and the legendary Jay-Jay Okocha. Without a mention of the World Cup or the Super Eagles, Pepsi continued its ethos of engaging its audience with a relatable pop culture-themed advert. The colors stayed blue, the football references were obvious without being amplified, and the chest thumps evoked a spirit of patriotism that every Nigeria would relate to as the National Anthem get sung before every Nigerian game. The campaign was extended with photo cards of the stars and a phrase to celebrate the ‘Naija Spirit’. From making local global to the making of legends, Wizkid, Jay-Jay Okocha, Tekno and many more recognizable faces have shown their support for the Eagles without a mention of anything football related. To sustain the campaign, the Pepsi team released a meme template for Nigerians to generate their own personalized card to ‘Rep the Naija Spirit’. This started out with the stars of the video showcasing theirs on Instagram, reaching millions of Nigerians who are always ready to be a part of a cool trend, especially one that celebrates Naija. They have also released a series of Emoji’s that can be downloaded on their website, while subtly launching special edition bottles with the faces of their ambassadors on them. In all this, it is noteworthy that Pepsi has not infringed on the copyright laws and guidelines set by the world footballing body. While these rules were placed to protect the official partners and sponsors, they have proven to be bendable by the creative genius of non-sponsors like Pepsi. Overall, there are absolutely no complaints from the fans and football enthusiasts. Both brands have shown that the fight for a larger market share goes beyond statistics and the product itself to consumer relationships and emotional connections. It is marketing at its best and we are here for it. Would you rather ‘Share a Coke with our Super Eagles’ or ‘Go with Naija all the way’? “ In 2010, Coca Cola’s ‘Waving Flag’ campaign song was challenged by Pepsi’s ‘Oh Africa’, a charity song with obvious football references released in January 2010 just before the World Cup in South Africa. “ 32 @thesparkng
What Next? The Spark Connect Get Empowered Apply now and stand a chance to be empowered with cash grants, Mentorship and more. Visit thesparkng.com/connect to get started. > Pro Bono Have legal questions concerning your business? Visit thesparkng.com/probono to ask now. Vital Signs Have questions related to mental health? Visit thesparkng.com/vital-signs to ask now. > FreestyleX FreestyleX gives you an opportunity to showcase your heart and art in our monthly exhibition. Send in your art works (videos, audios, poems, paintings, etc) and get published on our website. Visit thesparkng.com/freestyle to submit your work of art. Submissions are then screened and the artists invited for the event. BrandSpark Participate in our monthly BrandSpark poll and tell us what you think about brands. Follow us on social media - @thesparkng - to participate. Profiles Are you an entrepreneur doing something positive? Let us profile you. Send an email to info@thesparkng.com signifying your interest.
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The Spark Magazine (Jun 2018)

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