Brands remain relevant by understanding the attitude and requirements of their customers. This is often followed with products that fill that gap or need. With the ever-busy schedule of most parents today robbing quality moments amongst family members, the time seems ripe for products that will encourage bonding at homes, by encouraging sharing, which is a basic value of family members.
Popular soft drink brand, Coca Cola has made a statement in this regard with the introduction of the one-litre pack, fondly called ‘Mama’. Offering a comparative pricing advantage, the Mama pack, sells at N200 and could be shared at meal times with up to six family members.
Gbolahan Sanni, Coca Cola’s Franchise Marketing Manager, explains that the new pack is a way of demonstrating the brand’s commitment to uplifting and uniting families and friends, as they join and share meals and intimate moments. “Mama is a family sized, 1litre bottle, of the nation’s favourite beverage, priced at the refreshingly affordable price of N200, as part of Coca Cola’s commitment to fostering intimacy, sharing, and happiness in the Nigerian family. This family pack of refreshing Coca-Cola, like the 1Litre variants of Fanta, Sprite and Coca-Cola Zero Sugar, is perfect for intimate family moments, including mealtimes.”
Mama pack is currently available at local stores, and its campaign which launched two weeks ago leveraged one of Nigeria’s most iconic celebrity couples- 2Baba and Annie Idibia, whose love story is quintessential and sealed with a song, African Queen, one of the greatest classics to have come out of the Nigerian music scene.
In the TVC which has received country-wide commendations, members of the Idibia family could be seen sharing the Mama pack during meal time, in an intimate manner that stresses the benefits of great family moments, thereby re-enacting the messaging of the campaign which positions the pack as a mealtime hero of refreshing goodness, best shared and enjoyed with family and friends.