02418nam a22004931i 4500 000707322 CaToSAGE 20240202172917.0 20190104174335.4 m|||||o||d|||||||| cr ||||||||||| 190104s2019 enk fob 000 0|eng|d NEZPRACOVANÝ IMPORT 9781526469748 (ebook) : No price (OCoLC)1089148745 CaToSAGE eng CaToSAGE rda pn UtOrBLW f nr M1978.S5 M64 2019 659.1045578 23 Mogaji, Emmanuel, author. #Naijaalltheway : evoking the naija spirit through Pepsi advertisement / Emmanuel Mogaji. Naija all the way London : SAGE Publications: SAGE Business Cases Originals, 2019. 1 online resource. text txt rdacontent computer c rdamedia online resource cr rdacarrier SAGE Knowledge. Cases SAGE research methods. Cases Includes bibliographical references and index. Advertisers use music in various ways to appeal to consumer emotions and promote their products. This case explores how Pepsi localised its marketing campaign in Nigeria by adopting a customised and bespoke song for an advertisement that went viral in June 2018. Created by Pepsi Nigeria in collaboration with local musicians, the song carries a lyrical power that Nigerians can relate to and evokes the Naija spirit--a colloquial term used to describe a people full of life, love, loyalty, and resilience. The song offers Nigerian consumers a sense of belonging while tapping into their national pride ahead of the World Cup. This regionally specific strategy is reflected in the motto of the marketing campaign--Naija all the way. Description based on XML content. elektronické knihy fd186907 czenas electronic books eczenas PepsiCo, Inc. Marketing. Singing commericals Nigeria Case studies. SAGE Knowledge. Cases. SAGE research methods. Cases. SAGE Knowledge https://sk.sagepub.com/cases/naijaalltheway-evoking-naija-spirit-through-pepsi-advertisement Plný text SBC EB NEPOSILAT EB