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#Naijaalltheway : evoking the naija spirit through Pepsi advertisement / Emmanuel Mogaji.
Connect to full text Available online
View online- Format:
- Book
- Author/Creator:
- Mogaji, Emmanuel, author.
- Series:
- SAGE Knowledge. Cases.
- SAGE research methods. Cases.
- SAGE Knowledge. Cases
- SAGE research methods. Cases
- Language:
- English
- Subjects (All):
- PepsiCo, Inc.
- Singing commericals--Nigeria--Case studies.
- Singing commericals.
- PepsiCo, Inc--Marketing.
- Marketing.
- Genre:
- Case studies.
- Physical Description:
- 1 online resource.
- Other Title:
- Naija all the way
- Place of Publication:
- London : SAGE Publications: SAGE Business Cases Originals, 2019.
- System Details:
- text file
- 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.
- Notes:
- Includes bibliographical references and index.
- No ILL or scholarly sharing allowed.
- Description based on XML content.
- ISBN:
- 9781526469748
- OCLC:
- 1089148745
- Access Restriction:
- Restricted for use by site license.
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