Pepsi Long Throat Campaign: A test of human desiresfully

Pepsi Long ThroatFor Ben Carson, an inspirational speaker, American neurosurgeon and a candidate for the Republican Party Presidential primary election , life is about thinking big and aiming high. This best elucidates the trending Pepsi Long Throat campaign that busted the social media literally with over 800 million impressions on Twitter.

Long Throat or Long Throating according to the brand simply means to desire for something you find to be amazing. It can also be used to describe a far-reaching aspiration or goal.

Pepsi capitalizes on the insatiable need of the human specie to launch its new 60cl bottle which is offering the same price with the regular 50cl PET bottle.

Pepsi was smart to use its two valuable music ambassadors: Wizkid and Tiwa Savage to drive the campaign. When Wizkid took to his twitter account to break the Pepsi Long Throat campaign with a tweet: “I long throat for a studio session with “Nicki Minaj, Beyonce and Rihanna at the same time”, it wasn’t clear what he was up to. Meanwhile other Nigerians followed the trend, tweeting both achievable and unachievable desires while #ThingsLongThroatFor suddenly took the online community by storm. Other Nigerian celebrities: Tiwa Savage , Banky W , Toyin Aimakhu and Seyi Shay, caught up with the trend tweeting what they “long throat for”. For Seyi Shay she got her wish. Days after the music diva tweeted that she long throat to be a Pepsi Music ambassador, the management of Seven Up Bottling Company plc maker of Pepsi responded and granted her wish joining Whizkid and Tiwa Savage as music ambassadors for the soft drink giant.

One thing the brand has achieved is its ability to tactfully communicate a simple message in a smart way to target audience ,the youth using the social media and sustaining it through advertisement on radio, TV and out of home media. It was amazing seeing Wizkid, Tiwa Savage and Seyi Shay growing long necks to symbolically drive the Long throat message.

The online conversation has enhanced consumers’ loyalty with millions of consumers associating themselves to the brand and its ambassadors, helping to propagate the long throat message to loved ones. This is being achieved as individuals continued to share and tweet their desires. The conversation which had got over 800 million impressions on twitter has continued to trigger Nigerians’ desires for greatness.

The Pepsi Long Throat fever is still on with more aspirations being tweeted daily. This might be a plus for Pepsi to sell more products during the festive period. Nigerians are fun loving and inspirational people and the Pepsi long throat bottles wouldn’t be a bad idea to refresh their passions.

There is no doubt that a campaign of this magnitude will in no time increase market share for Pepsi. Unfortunately, new entrants might find it difficult to settle down and adjust to a market that has remained highly competitive for years. In few months, Seven Up Bottling Company Plc should be able to look into its account and give a quality smile to its shareholders.

One significant thing that remains significiant is the quality of packaging for the long throat bottle. It is so appealing and tempting! It will defiantly catch consumer attention in the market. The beauty of the campaign is that people are not only longthroating for the 20% extra but also attracted by the sweet label of the brand.

The Pepsi Long throat campaign reminds the public that celebrities are not gods. They also have aspirations like average Nigerians, though their desires might be extra-ordinary. While Wizkid was dreaming of having a studio session time with world top artists, NickMinaj, Beyonce and Rihanna at the same time, what Seyi Shay wanted was to be a Pepsi ambassador like Wizkid, which was granted by Seven Up Bottling Company Plc, maker of Pepsi.

For an average Nigerian, his or her desires might be to build a house, buy a car, travel abroad for vacation or get some cold Pepsi long throat bottles to celebrate with family and friends at festive period.

Head of Marketing, Seven UP Bottling Company, Norden Thurston described Nigerian consumers as people with great aspirations and sophistication in terms of choice adding that Pepsi, a global brand will always strive to create platforms to refresh those desires.

“Nigerians are fun loving people and Pepsi as a fun loving brand is always exploring opportunities to share in their excitement for greater satisfaction. The new 60cl Long Throat bottle with 20% extra content is designed to ensure that Nigerians enjoy more refreshment at no additional cost,” Thurston stated.

Pepsi in 2015 and beyond will be remembered as brand that succeeded in creating a platform for Nigerians to dream big with the test: What do you long throat for? Nigerians are dynamic in their reasoning and will not go to beds without unraveling what they want and how to get them in due time. Your answers to this simply and important question will go a long way in determining how far you will go on your path to fulfillment.

You might also like