Detty December: How Nigerian Breweries connects with consumers’ social, cultural nuances
In an atmosphere of triumphant celebration of music, fashion shows, festivals, performances, carnivals, concerts, endless parties and sleepless nights, smart and strategic brands can position themselves or reinforce their leadership roles in the minds of consumers, especially the youths.
According to the United Nations Population Fund, about two-thirds of Nigeria’s population is under 25 years of age, which makes it one of the world’s youngest countries.
In Nigeria and some other African countries like Ghana and South Africa, December has always been a month that witnesses the traditional holidays influx of diaspora returnees. However, this annual homecoming began to take a heightened turn in 2018 when Ghana launched an aggressive “Year of Return” campaign actively encouraging people to visit their ancestral homelands. In no time, the name Detty December became a buzzword in the global social space.
Put simply, Detty December could be defined as a magical period between December and early January when diaspora communities and tourists flock to Nigeria, Ghana and South Africa for unforgettable experiences. The moment has also metamorphosed into economic boom where brands and businesses leverage sufficiently. Nightclubs in Lagos alone were reported to have made N4.32 billion ($2.7 million) during the 2024 Detty December period.
Like all things Nigeria vs Ghana, the Nigerian version of the campaign kicked off in 2019, and the largest nation of the black race began to lead with its vast diaspora population who see Christmas annual homecoming as a chance to reconnect with their heritage, traditions and families while immersing themselves in the vibes the festivities have to offer.
During the recent 2024 Detty December, Lagos, Nigeria’s largest city, Abuja, the Federal Capital Territory and Calabar, known for its Christmas Carnival became the hottest destinations on the African continent, with nightclubs, beaches, hotels, short-term apartment rentals, resorts, and event centers becoming the busiest spots on planet earth.
A report by MO Africa Company Limited, an independent research advisory firm, revealed that between 19 November and 26 December 2024, Lagos’ Murtala Muhammed International Airport (MMIA) handled around 550,000 inbound passengers. Nearly 90% of these arrivals were Nigerians living abroad, flying in primarily for leisure and tourism.
According to Kayode Omosebi, CEO of MO Africa Company Limited, his team surveyed hotels, airports, short-let agents, and nightclubs to compile the data.
To unite consumers across demographics, inspire pride in their African heritage, connect the teeming diaspora with its roots and celebrate the vibrant creativity of Detty December, the Nigerian Breweries Plc, a sterling leader in the nation’s alcoholic and non-alcoholic beverage sector launched a campaign tagged, “Detty December with Nigerian Breweries: The Ultimate Festive Companion”.
Designed to build a deep emotional connection with consumers, the thematic campaign was executed through snackable content, cultural relevance, and real-time engagement. The company leveraged the cultural significance of December in Nigeria to register its brands into consumers’ emotional and celebratory moments.
While offering an abundance of performances headlined by some of the biggest Afrobeats stars, the Nigerian Breweries tapped into pop culture and social events like Flytime, Warri Again, EWL, Rema Concert, Lungu Boy, BBL, Joeboy Concert, Odumodu Homecoming, Festival of Light, FUZE Festival, KCEE Fivestar Concert, Indie Concert, JAV Christmas, Christmas Village, Surulere Carnival, Not another day Party, Element House Finale, and Meet and Greet.
The corporate industry leader engaged its teeming and loyal consumers across the country in immersive brand activations across major December events, starting with the Rema concert as a flagship event in Lagos, followed by the aforementioned A list events that featured local and international artists in Abuja, Port Harcourt and Ibadan.
Heineken, Desperados, Amstel Malta, Maltina, Goldberg, Tiger & Legend Twist were some of the brands from its stable that feted consumers with unforgettable experiences while also making huge sales due to the high purchasing power of the IJGBs (“I Just Got Backs”) and their friends who arrived in batches from the first week in December.
For most Nigerian diaspora, their friends and tourist counterparts, the journey of Detty December is worth its while. The favorable currency conversion for these visitors from countries such as the US, the UK, Australia and Canada makes luxury experiences and indulgences more accessible and affordable.
Apart from leveraging the festivities to boost sales, these moments of joy, music, and togetherness confirmed the Nigerian Breweries and its iconic brands as a natural part of the country’s festive lifestyle while highlighting its cultural and societal impact.
For five years in a row, Detty December has continued to provide once-in-a-lifetime experiences, drawing massive crowds eager to immerse themselves in African culture. On its own part, the Nigerian Breweries and its array of influential brands that boast a large consumer loyalty and serve as best offerings celebrating the richness of Nigerian music, culture and creativity, has become an intrinsic part of these experiences.
Beyond brand activations, as Detty December gains prominence each year, so does the Nigerian Breweries and its brands’ influence.
Detty December, a festive period between December and early January when tourists and diaspora communities visit Nigeria for holidays, family reunion, fun, food, music, and sunshine has transformed the cultural, social, economic and entertainment landscape of the country. The Nigerian Breweries on its part has transcended the realms of brand activations by transforming the business and cultural environments while connecting deeply with consumers in their local communities in ways that honour their roots.
As Detty December continues to turn the country into a more sought-after vacation and tourist destination, the Nigerian Breweries, through its innovative campaign and creative brand strategy, is turning every magical moment of the festive season into a celebration of the nation’s cultural richness. The company also utilizes the moment to unite consumers from all walks of life in a celebration of African excellence while putting Nigeria and its cultural nuances in the spotlight.
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