| Description |
1 online resource |
| Series |
SAGE Knowledge. Cases |
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SAGE research methods. Cases |
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SAGE Knowledge. Cases
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|
SAGE research methods. Cases
|
| 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 |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Description based on XML content |
| Subject |
PepsiCo, Inc. -- Marketing
|
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PepsiCo, Inc. |
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Singing commericals -- Nigeria -- Case studies
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Marketing
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Nigeria
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| Genre/Form |
Case studies
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Case studies.
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Études de cas.
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| Form |
Electronic book
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| ISBN |
9781526469748 |
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152646974X |
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