Leading soft drink, Pepsi, recently launched a price compliance campaign in Lagos and Ibadan. The campaign was introduced to help consumers, who are torn between choices of the best brand and affordability in these times of economy decline in Nigeria, where consumers are declining extra expenses to maintain certain lifestyle.
The ‘No Shaking, Carry Go’ campaign, which has been on for some weeks now, is drawing attention and touching lives across Lagos. The initiative is all about the consumers, restoring the good life for them through low pricing.
According to Pepsi, 50cl cola never increased beyond N120 due to distributor-value chain, but retailers took queue from other brands that were already selling at N150 to inflate the price, hence the brand felt it was time to come out for its consumers and ensure that it is sold at the right market price of N100.
This price also applies to other brands, Mirinda and 7Up, and for each brand, there are targeted consumers, while Pepsi speaks to lovers of football, 7Up to more matured audience and so on.
The brand believes that the initiative is about integrated communication, no barrier and responsibility. The 50cl bottle they said is still the same refreshing cola at an affordable price, as quality is very important to the brand.
As a brand that is constantly driving youthful and contemporary engagement, it is deploying every single marketing arsenal in prosecuting the campaign. Its ambassadors, Tiwa Savage, Davido, Wizkid and Tecno are not left out, as they were also seen pushing the campaign trending on Twitter, Facebook and other mediums.
Driving the campaign has provided colour to the city as some BRT buses, billboards, digital means are seen effectively carrying the campaign message on their vehicles.
Highlight of the campaign drive was when it took over Lekki tollgate, and motorists were given free pass and drinks from 5 to 6pm. It also gave out free BRT rides and drinks to passengers
Nigeria has been transcending different touch points in its national life from an economic point of view. The exchange rate has affected every business in the country, and all these would reflect in pricing. Every business residence in that economic incline will definitely respond to the general economic outlay; it is not unique to a particular brand.
According to the brand, “We are a sensitive business trading in the Nigerian economy. We want to continue refreshing consumers in such manner that they will have no limitations in terms of their share in wallet, which is what you are seeing in this particular campaign. We are a focused brand and we understand the nuances that the Nigerian consumers are very well aware of the different movement of the entire economy.”