How FMCG brands innovate to beat economic headwinds
By Oghale Mafuru
Nigeria’s inflation is now at 21.47% according to reports from the National Bureau of Statistics. NBS. This has resulted in hike in foodstuffs amid dwindling purchasing power. Faced with these dire economic realities, Fast Moving Consumers Goods, FMCG, Companies have demonstrated immersive display of innovation and creativity as the festive season gathers momentum, for effective brand positioning.
In response to the challenging economic environment accompanied with increase in the cost of essential commodities, some FMCG companies are creating fun and excitements for consumers thereby stimulating pleasant and long lasting memories for their customers in the spirit of the Yuletide.
Coca-cola
Coca-cola, a leading beverage company in partnership with Wonderland is having an exciting experience for consumers at the Eko Atlantic Energy City in Lagos where they are treated with interesting landscape adorned with the colours of the brand and engaging activities for people of all age groups. Known for creativity, the brand through its #BeSanta Campaign made exciting trips to different cities in Nigeria with iconic twinkling Coca‑Cola Christmas trucks and a fleet of Santa-like outriders sharing exciting goodies-including complimentary Coca‑Cola to refresh these communities. #BeSanta is an exciting holiday tour of selected towns and cities across the country with specific stops in 4 major cities with one mission aimed to articulate the Message of Christmas which is sharing and caring.
With exciting captions like ‘Real wonder is en route to your city. You and your loved ones can create new memories over good food. Pop on by and make this Christmas unforgettable with Coke’ and free tickets to the Wonderland experience are ways the Coca-Cola brand is leveraging the festive period to create deep and enduring affinity with consumers.
Chivita
Chivita, a leading fruit juice brand from the stable of Chi Limited left no stone unturned in seeking ways to maximize the festive period for strategic brand positioning and to stimulate fun and excitements for consumers. The brand’s social media hype around Christmas started earlier in the month and the momentum continued, arousing curiosity and anticipation for the eventful day. With beautiful and aesthetic creatives to commercials depicting the season of love and sharing, the brand went a step further to set up a #ChivitaChristmasJingle campaign where consumers are inspired to showcase their talents to win #2million for Christmas.
With captions like “One thing that Christmas brings is the unbeatable moments we spend with our loved ones, accompanied with everyone’s favorite Chivita”, its not surprising to see the trail of positive reactions that followed.
Cadbury
Cadbury Nigeria Plc, a subsidiary of Mondelez International, one of the largest snacking companies in the world, created one of the most amazing time for consumers with exciting experience tagged: ‘ Like a child again’. Parents and children surrounded by pictures of favourite cartoon characters, featuring displays and dance competition while they are treated with their favourite candy.
Peak
Peak Milk, a leading dairy brand made a momentous engagement for consumers as they started stimulating fun and excitements on social media from the first day of December delivering iconic and aesthetically pleasing creatives. With a special Christmas tagline called “Peakmas”, the brand leveraged the festive season to remind consumers to always ensure they have a nourishing breakfast for a productive day by exciting breakfast options with the brand. An icing on the cake was the 12 days countdown of Peakmas and and exciting competition with the ‘Peak Santa’ where winners get cash rewards. Captions like “Recreate your Christmas memories the Peak way” is a great way to create long lasting experience for consumers.
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