Legacy brands revamp marketing strategies

By Felicia Nwosu

In response to economic hardships and shifting consumer trends, legacy brands in Nigeria are overhauling their marketing strategies to maintain relevance and competitiveness in the market. With a focus on innovation and adaptation, these brands are leveraging their rich histories while embracing new tactics to attract and retain customers in a rapidly changing landscape.

Amid economic uncertainty and dwindling brand loyalty, the brands across various sectors in Nigeria are undergoing a strategic transformation to remain relevant in the face of heightened competition. Recognizing the need to connect with consumers across different generations, they are deploying innovative marketing approaches to stay ahead of the curve. MARKETING EDGE x-rays how these brands are redefining their marketing strategies to stay ahead of the competition.


First Bank of Nigeria, a stalwart in the banking sector, is tapping into its long-standing reputation as the conscience of corporate Nigeria, integrating cultural relevance into its marketing endeavors to engage customers across generations.

Leveraging its long-standing history and reputation, FirstBank is connecting with customers across generations by incorporating cultural relevance into its marketing efforts. By tapping into the sentiments of its diverse customer base, First Bank remains a prominent figure in the Nigerian banking sector.

Close-up Toothpaste:

Close-up recognizes the importance of intimacy and relationships in its marketing approach, particularly targeting younger consumers with products tailored to their needs, such as combating bad breath.


Nescafe is adapting its marketing strategy and product offerings to appeal to younger demographics, introducing convenient 3-in-1 sachet coffee to attract new consumers to the coffee-drinking culture.

Knorr Cube:

Through its “Knorr Eat for Good” campaign and innovative product launches, Knorr is revolutionizing the cooking experience, catering to the busy lifestyles of the younger generation with easy-to-use seasoning powders.


Facebook’s strategy revolves around constant refreshment, ensuring its platform remains relevant and appealing to users across different age groups and trends.


Coca-Cola’s marketing evolves alongside consumer preferences, reflecting trends and promoting health-conscious habits while maintaining its iconic brand identity.

Maggi Cube:

Maggi understands the need for innovation and adaptation in a changing market landscape, continuously introducing new touchpoints to meet evolving consumer demands and behaviors.

Seaman’s Schnapps:

Seamans Aromatic Schnapps retains its cultural significance and premium status through timely and relevant marketing strategies, positioning itself as a staple in celebratory and traditional occasions.


Nestle’s dynamic approach to marketing enables it to connect with both older and younger consumers, leveraging its reputation for quality and innovation to maintain market leadership.


Unilever Nigeria prioritizes customer satisfaction and brand development, implementing diverse strategies to thrive amidst economic challenges and meet evolving consumer needs.

Friesland Campina:

Friesland Campina focuses on innovative marketing concepts to deliver exceptional value and sustainable growth, aligning its strategies with new trends and consumer preferences.

Wema Bank:

Wema Bank’s long history of innovation and adaptability positions it as a leader in financial services, offering tailored solutions to individuals and organizations while navigating complex economic landscapes.


Cadbury utilizes its extensive brand portfolio and marketing tactics to satisfy changing consumer preferences, consistently introducing new products to remain relevant in the Nigerian market.

Nigerian Breweries:

Nigerian Breweries Ltd. remains a market disruptor by prioritizing innovation and excellence in its marketing strategies, adapting to changing consumer trends and industry dynamics to maintain its competitive edge.

As these legacy brands continue to adapt to the challenges of a rapidly changing market, their proactive approach to revamping marketing strategies showcases their resolution to remain relevant and competitive amidst economic uncertainties.


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