After a decline in market share due to stiff competition from new & cheaper entrants in the CSD category, Pepsi Nigeria needed to tap into the aspirational nature of its target audience.

Using this critical insight, we developed the groundbreaking “Long throat” campaign to launch Pepsi’s new 60cl PET bottle and ensure price compliance.

Putting a spin on the common phrase which had always been associated with negative attributes like Greed, we repositioned “Long throat” as being ambitious and going after the best things in life.

Within 6 weeks of the campaign, Pepsi Nigeria recorded a phenomenal growth of over 25% increase in CSD volume as well as a rapid increase in online fan love and engagement.