Driving Growth and Engagement for Big Cola Key Objectives: Increase brand affinity through product differentiation: The creative approach and storytelling associated with each product segment will differentiate Big Cola and create a strong emotional connection with consumers. Increase everyday consumption of Big Cola: By showcasing Big Cola as the ideal companions for various aspects of consumers' lives, we aim to increase their daily consumption and make Big Cola a part of their everyday routines. Establish the brand's proposition in the minds of consumers: The consistent advertising of the big idea will reinforce the brand's positioning and create a memorable and distinctive identity in the minds of consumers

1. www.surkreo.com
Thirst of
Adventure
2023 Comms Strategy for Big Cola

2. The Nigerian soft drink market is a significant and dynamic
industry with immense growth potential. Nigeria, being the most
populous country in Africa, has a large and youthful population,
which makes it an attractive market for soft drink manufacturers.
The soft drink industry in Nigeria is characterized by intense
competition among both local and international players, with
several major brands vying for market share.
www.surkreo.com

3. The Nigerian soft drink market can be broadly categorized into
carbonated beverages and non-carbonated beverages.
Carbonated drinks, such as cola, lemon-lime, and other flavored
sodas, have historically dominated the market, but there has been a
noticeable appeal towards non-carbonated options like fruit juices,
bottled water, and energy drinks in recent years.
www.surkreo.com

4. The market is dominated by multinational corporations such as Coca-
Cola and PepsiCo, which have a strong presence and extensive
distribution networks across the country. Additionally, there are
numerous local soft drink companies that have gained popularity and
loyalty among Nigerian consumers.
www.surkreo.com
• La Casera Company: La Casera is a Nigerian company that specializes in the
production of carbonated soft drinks. Their flagship product is La Casera Apple Drink.
• Bigi Drinks: Bigi Drinks is a brand under the Rite Foods Limited company, a Nigerian-
owned food and beverage company. Bigi Drinks offers a variety of carbonated and
non-carbonated beverages.
• Euro Global Foods and Distilleries Limited: Euro Global is another Nigerian-owned
company that produces a range of products, including fruit juices, energy drinks, and
bottled water.
• Big Cola: Big Cola, a brand owned by AJE Group, is a multinational company that has
gained significant market share in Nigeria. They offer affordable and refreshing
carbonated and non carbonated beverages.
• Planet Bottling Company: Planet Bottling Company is a Nigerian soft drink company
that has established itself as a major player in the market. They produce a variety of
soft drink products, catering to diverse consumer preferences.

5. www.surkreo.com
Big Cola, owned by the AJE Group, is a multinational soft drink brand that has gained
significant traction in the Nigerian market. As a major player in the Nigerian soft drink industry,
Big Cola competes with other well-established local and international beverage companies.
The brand's popularity can be attributed to several key factors that have contributed to its
success.
Big Cola has made significant strides in the Nigerian soft drink market, leveraging its affordable
pricing, broad product range, and appealing marketing efforts to capture the attention of
consumers, particularly the youth segment. As competition remains intense in this dynamic
market, Big Cola's ability to adapt to changing consumer preferences and maintain its
affordable positioning will be crucial for its continued success and growth.
Big Cola

6. www.surkreo.com
Togetherness
and Music
Football
and Music
???
POSITIONING

7. www.surkreo.com
STRATEGIC
OBJECTIVES
Driving Growth and Engagement for Big Cola
Key Objectives:
Increase brand affinity through product differentiation: The
creative approach and storytelling associated with each product
segment will differentiate Big Cola and create a strong emotional
connection with consumers.
Increase everyday consumption of Big Cola: By showcasing Big Cola
as the ideal companions for various aspects of consumers' lives,
we aim to increase their daily consumption and make Big Cola a
part of their everyday routines.
Establish the brand's proposition in the minds of consumers: The
consistent advertising of the big idea will reinforce the brand's
positioning and create a memorable and distinctive identity in
the minds of consumers.

8. Consumer Insight
Brand loyalty is strong among Nigerian consumers, emphasizing the importance of effective
brand positioning and marketing strategies. Companies can tap into consumer preferences
by incorporating authentic conversations in this saturated space. Additionally, packaging and
distribution play vital roles in ensuring product accessibility and appeal.
Understanding these consumer insights is essential for soft drink companies to position
themselves strategically and succeed in this dynamic market.
www.surkreo.com

9. www.surkreo.com
Consumer Insights
Aspect Key Insights
Demographic Profile Nigeria has a youthful population, with a significant percentage falling within the
The young demographic is adventurous and open to trying new products.
Urbanization &
Convenience
Urbanization has led to changes in lifestyle and consumption patterns.
Urban dwellers seek convenience, making bottled soft drinks a popular choice.
Increasing
Income
Nigeria's growing economy has led to an increase in disposable income.
Consumers have more spending power, allowing for discretionary spending on soft
Health There is a rising trend of health-consciousness among consumers.
Demand for healthier alternatives, such as natural fruit juices and low-calorie
Brand Loyalty Nigerian consumers exhibit strong brand loyalty, making marketing and positioning
Once they develop a preference for a brand, they tend to remain loyal over time.
Local Flavors &
Elements
Consumers appreciate products that incorporate local flavors and cultural elements.
Soft drink companies can cater to diverse tastes by introducing unique flavors and
Packaging &
Distribution
Packaging plays a crucial role in influencing consumer choices.
Smaller-sized bottles and affordable pricing appeal to low-income consumers.
Effective distribution networks are essential to ensure widespread availability, even

10. www.surkreo.com
Identifying our consumers
Product Target Group Key Demographics Interests & Consumer Behavior
Big Cola General Consumers All age groups Affordable pricing, Frequent purchase for
Big Lemon and Lime Citrus flavor Young adults to adults Tangy and zesty taste
Occasional purchase
variety
Big Green Apple Apple flavor lovers All age groups Crisp and sweet apple
Occasional purchase
change
Big Tropical Exotic fruit Young adults to adults Blend of tropical
Occasional purchase
novelty
Big Orange Orange flavor lovers All age groups Bold and fruity orange
Frequent purchase for
refreshment
Big Water Health-conscious All age groups Refreshing and Regular purchase for
Big Volta Energy drink consumers Young adults to adults
Energy boost for
lifestyles
Occasional purchase
energy boost

11. www.surkreo.com
Consumer Segmentation
Understanding consumer segments enables Big Cola Nigeria to develop targeted
marketing strategies, product innovations, and personalized campaigns to meet
the distinct preferences and needs of each group. By effectively catering to
these segments, Big Cola can enhance customer satisfaction and drive long-term
brand loyalty.
Segment Characteristics Key Preferences Consumer Behavior Media Preferences
Price-
Shoppers
Demographics: All age - Affordable pricing - Regularly seek value for money purchases TV, radio, billboards
Income: Varied - Budget-friendly options - Price comparison and seeking discounts Print ads, digital platforms
Lifestyle: Varied - Discounts and promotions - Tend to be loyal to brands offering competitive Outdoor ads, point-of-sale
Consumption Frequency: - Cost-effective choices - May switch brands for better deals and savings Social media, email marketing
Adventure
Seekers
Demographics: Young
adults
- Bold and unique flavors - Open to trying new and exotic flavors Social media, outdoor events
Income: Varied - Exotic and tropical tastes - Prefer products offering novelty and excitement Influencer marketing,
Lifestyle: Adventurous - Refreshing experiences - Want to be part of something new and different marketing, sports events
Consumption Frequency:
Occasional
- Citrus and tangy tastes - May show loyalty to brands with diverse flavor Digital platforms, event
Active
Demographics: Young
adults
- Energy and hydration - Seek energy-boosting beverages for active Sports events, online ads
Income: Varied - Convenience and portability - Prefer beverages to support physical activities Fitness influencers,
Lifestyle: Fitness - Refreshment on-the-go - Regularly engage in sports and physical health-related websites
Consumption Frequency:
Occasional
- Functional benefits - May switch brands for performance-enhancing Outdoor ads, social media

12. PERSONA
YOUNG
ADULTS
Budget Constrained Look Cool Fast Life Wish for a great Life
Price:
They’ll go more for affordable
refreshing options
Brand Association:
They’ll confidently choose a
product those that they
admire consume
Convenience:
They don’t stock up, they
buy what they need at the
moment
Ambitious:
Sub-desperate about making
it and always looking out for
the next best thing
www.surkreo.com

13. www.surkreo.com
PERSONA – YOUNG ADULTS
How to Reach them?
Tactics Description
Social Media Campaigns
Engage young adults through targeted social media campaigns on
platforms like Instagram and TikTok.
Influencer Collaborations
Partner with influencers popular among young adults to promote
Big Cola and reach their followers.
Event Sponsorship
Sponsor events that appeal to young adults, such as University Hall
Weeks, Music festivals or sports competitions.
Interactive Contests and Giveaways
Run interactive contests and giveaways on social media to generate
excitement and engagement - Campus Ambassadorship
User-Generated Content
Encourage young adults to create and share user-generated content
related to Big Cola.
www.surkreo.com

14. PERSONA
YOUNG
PROFESSIONALS
Busy Schedule On the Go Loves Convenience Stay on trend
Accessibility:
They want others to make
that decision for them – ie:
cafeteria, restaurants and
canteens – frame the choices
they make
On the Go:
They are constantly on the
move and always want either
a refreshing beverage or
something to boost their
energy
Convenience:
They sparingly do weekly
shopping as a requirement
than a necessity, so
stocking up is on occasion.
Social Anxious:
Never want to feel like they
are out of trend … highly
passively influenced
www.surkreo.com

15. PERSONA – WORKING CLASS
How to Reach them?
Tactics Description
Email Marketing Campaigns
Collaborate with email content owners to send targeted email campaigns
offering time-saving tips, quick recipes, and promotions for Big Cola–
Jobberman, TechCabal, Jumia Foods, Zikoko
Workplace Partnerships
Collaborate with workplaces to offer Big Cola as a convenient and cost
effective option for employees – ie Fridges
Product Placement
Arrange product placements in gyms, coworking spaces, and other
locations frequented by young professionals.
Micro-Influencer Campaigns Engage micro-influencers to showcase Big Volta as part of their lifestyle.
Sponsored Webinars or Podcasts
Sponsor webinars or podcasts focused on productivity, time
management, or work-life balance.
www.surkreo.com

16. www.surkreo.com
Sweet
Spot
Our TA exhibit a strong cultural
emphasis on value for money, adventure,
and active lifestyles. Bargaining and
seeking discounts are common practices,
leading price-conscious shoppers to
prioritize affordable choices with good
quality. The adventurous nature of our
TA encourages curiosity for bold and
unique flavors, making them open to
trying new and exotic products.
Additionally, the growing interest in
active lifestyles and sports leads
consumers to seek beverages that support
their physical activities, valuing on-
the-go hydration solutions for their
convenience in busy lives.
The brand strives to provide consumers with
high-quality, refreshing beverage at an
affordable price, making it accessible to a
broad spectrum of consumers, irrespective of
their income levels.
Big Cola aims to be the go-to choice for
consumers looking for a refreshing beverage
that offers excellent value for money without
compromising on taste and quality. With a
diverse range of flavors and a focus on
innovation, Big Cola aims to bring joy and
excitement to consumers' lives, catering to
their adventurous spirit and evolving
preferences. By embodying the essence of
"Affordable Refreshment for Everyone," Big
Cola seeks to create lasting connections with
its consumers, ensuring that they can enjoy
refreshing moments and unique taste
experiences every time they choose a Big Cola
product.
Cultural Insight
Best of Brand
THE WINNING
TERRITORY

17. www.surkreo.com
Sweet Spot
THE WINNING
TERRITORY
THE WINNING TERRITORY:
“Gateway to exciting and
refreshing discoveries”
Big Cola's sweet spot is in offering
adventurous consumers the chance to
embark on a flavor journey, breaking
away from conventional choices and
embracing the excitement of trying
something new. By tapping into their
curiosity and appreciation for diverse
tastes, Big Cola can become the brand
that celebrates their adventurous
spirit, offering an array of flavors
that go beyond the ordinary.
Big Cola's sweet spot is at the
intersection of affordability,
innovative flavors, and the consumer's
adventurous spirit. By offering a
diverse range of bold and unique tastes,
the brand can appeal to consumers
looking for refreshing and thrilling
experiences, establishing itself as
their go-to choice for affordable and
adventurous beverages.

18. www.surkreo.com
The pursuit for a sustainable connection between the brand and
the customer that makes them feel so valued and cared for that
they’ll go out of their way to be loyal.
Emotional Marketing:
Building the vision
in the customer’s
mind

19. Personality
Message
Promise
Vision
To Be the Leading Adventurous Beverage
Brand
Affordable Refreshment, Unforgettable
Flavors
Embrace the Bold and Refreshing Journey
Adventurous and Vibrant
Proposed brand Map
www.surkreo.com

20. www.surkreo.com
“For adventurous consumers seeking bold and refreshing beverage
experiences, Big Cola is the go-to choice for an exciting flavor
journey. With an extensive range of unique and exotic flavors at an
affordable price, Big Cola invites you to indulge in refreshing
moments that awaken your sense of curiosity and delight. Embrace
the bold and refreshing journey with Big Cola, where affordability
meets unforgettable flavors, and every sip takes you on an
adventure of taste and satisfaction”
Positioning Statement

21. www.surkreo.com

22. SOCIAL SELLING
WOULD NOT LEAD TO
INCREASED/SUSTAINE
D SALES.
EMOTIONAL
CONNECTION WOULD
www.surkreo.com

23. www.surkreo.com
Consumer Integration of new Positioning
Very
Superficial
Fully
Integrated
At the initial
stage, consumers
have superficial
knowledge or
awareness of the
brand or product.
They may have
seen or heard
about it in
passing, but
their
understanding is
limited, and they
have not yet
engaged deeply
with the brand.
At this stage,
consumers have
made an initial
trial or purchase
of the brand or
product. They may
have been
attracted by the
brand's marketing
efforts or
recommendations
from others.
However, their
experience is
limited, and they
have not fully
integrated the
brand into their
routine or
lifestyle.
In this stage,
consumers have
made repeat
purchases of the
brand or product.
They find value in
the offering and
choose it
consistently over
other
alternatives. The
brand has started
to gain a foothold
in their
preferences, but
their integration
is still somewhat
shallow.
At this stage,
consumers have
developed a clear
preference for the
brand or product.
They actively seek
it out and choose
it over other
options in the
market. The brand
has started to
become a part of
their decision-
making process and
is integrated into
their choices.
At the final stage
of integration,
consumers exhibit
unwavering brand
loyalty. They have
a strong emotional
connection with the
brand and
consistently choose
it, regardless of
external factors or
competition. The
brand has become an
integral part of
their identity and
lifestyle, and they
actively support
and defend it.

24. www.surkreo.com
Building Trust using
Cultural/Corporate
Flux
A company must stir people’s interest,
excite them, turn them from satisfied
consumers to advocates
There is no better way to do this than
creating an experience that let’s people
interact with the company.

25. www.surkreo.com
Goodwill
Behavior
Capability
Self
Reference
COMMUNICATING
TRUST

26. www.surkreo.com
4 dimensional
Trust Frame Work
Creating a lasting connection with a
customer relies heavy on how much
they are invested in your brand – not
product, brand.
Today’s customers understand the
influence they have. They mostly
protect and safeguard the ingrained
perception they over a situation or
entity. Reason why it is important to
connect with our customers
emotionally on these different
elements
Goodwill
Behavior
Capability
Self
Reference

27. www.surkreo.com
Goodwill [Driven by customer care]
– Moral responsibility, care,
respect, concern
Behavior [Driven by Brand] –
Antecedents and actions performed in
the early stages of brand building
Capability [Production and QA] –
Capabilities, manufacturing and
evolving product needs
Self Reference [Corporate Structure]
– Strong Organizational structure,
team and capacity
Goodwill
Behavior
Capability
Self
Reference
4 dimensional Trust Frame Work

28. www.surkreo.com
www.surkreo.com
Trust Constructs
Understanding every facet of consumer trust for
electronic products would provide us with deeper
insights as to best possible approach to simplifying
communication to build trust in its most segmented
approach.
Risks to customer - Financial, Product, Security,
Convenience
Influencing Factors – Priority, Value, Brand, Quality,
Trend
Merchants: Ability, Integrity, Benevolence
Medium – Technical competence, Reliability,
Understanding
Contextual Factors – Third-party certifications,
infrastructure, Customer Service, Rewards
Goodwill
Behavior
Capability
Self
Reference
Merchants
Medium
Contextual Factors
Risks
Factors

29. www.surkreo.com
Every aspect of the
experience including
competition for time and
attention is in flux ( Flux –
our actions and process of
sending our contents and
receiving feedback)

30. www.surkreo.com
COMPLEXITY
TIME
Opportunity Space
Quantityand Complexity
of information
Ability to deal with the
quantityand complexity
of the information
Consumersand followers need to be able to deal with the amount and
complexityof the information we send out. Finding a base that works, using
successesfrom initial contents, would help us find our own opportunityspace

31. www.surkreo.com
COMPLEXITY
TIME
Opportunity Space
STATIC
DYNAMIC
SIMPLE COMPLEX
WHERE
WE ARE
We have for some timemaintained style and flow of our content flux and this has
made us very predictable, which has affectedthe levelof interactionson our
posts. Our followers are beginning to predict change in our content flow even
beforewe make them.

32. www.surkreo.com
COMPLEXITY
TIME
Opportunity Space
STATIC
DYNAMIC
SIMPLE COMPLEX
WHERE
WE NEED TO BE
Highly complex
market and dynamic
factors create a
cultural flux because
all areas are moving
simultaneously
We need to be at a point where we are a lot more dynamic in our approach to
content delivery, creating a cultural flux that aids each factors within our
messages grow independently,without anyone, overshadowing the other.

33. www.surkreo.com
COMPLEXITY
TIME
Opportunity Space
STATIC
DYNAMIC
SIMPLE COMPLEX
Probing into areas of
interest,
independently
reveals opportunity
for innovation

34. www.surkreo.com
EMOTIONAL EQUITY
SO HOW DO WE ACHIEVEA MESSAGETHAT CUTS ACROSS DIFFERENT
AUDIENCEAND STILL MEET OUR OPPORTUITY POINTON OUR CULTURE FLUX
INPUT
EMOTIONAL
LOGICAL
VALUE
Affection
Feeling
Emotion
Logic
Recognition
Understanding
Mapping Building Trigger =

35. www.surkreo.com
EMOTIONAL
EQUITY
ASPIRATION
CONNECTION
IDENTITY
TRUST
EASE-OF-USE
VIA

36. www.surkreo.com
AWARE UNAWARE
EMOTIONAL
LOGICAL
IDENTITY
CONNECTION
ASPIRATION
TRUST
EASE-OF-USE

37. www.surkreo.com
AWARE UNAWARE
EMOTIONAL
LOGICAL
I LOVE IT
MEETS MY NEEDS
IT WORKS

38. www.surkreo.com
AWARE UNAWARE
EMOTIONAL
LOGICAL
I LOVE IT
MEETS MY NEEDS
IT WORKS
RELIABLE EFFICIENT
FAMILIAR
SIMPLE
EASYTO USE
COMFORTABLE
PERSONALISED
CONNECTED
SHARING
INTUITIVE
INSPIRING
MEANINGFUL
COOL
PORTABLE
CUSTOMIZABLE

39. www.surkreo.com
Big Cola
Account Name: BigCola9ja
FeaturedProducts: Big Cola, Lemon and Lime, Orange, Tropical, Green Apple, Big Water,Big Volta
Platforms: Facebook, Instagram, TikTok, Twitter,Threads, YouTube
FACEBOOK INSTAGRAM TWITTER THREADS TIKTOK YOUTUBE Website
Big Cola 9ja 205k - 995 - - - -
Where we are?

40. www.surkreo.com
Where we need to be
Relevance
Published
Time
Today, social media networks prioritize
contents, users would likely interact
with within the short space of time they
visit the platform

41. www.surkreo.com
While most social networks aren’t open
about how their algorithm works, here are
few basic rules
• Prioritize meaningful conversations
• Minimize transactional posts
• Stop engagement baiting – ie giveaways
• Publish more native video content
There are even reports of Instagram
cracking down on social selling by brands

42. www.surkreo.com
So where do we go from here? WE
BECOME CREATORS
We need to sit back,
Internalize - Audit
Personalize -Strategy
Speak - Create
with the delivery of actual human tone.
People don’t interact cause they are asked to,
they interact cause they have a connection
with the brand.
So we must minimize selling and strive to build
connection… let our sales team do the selling.

43. www.surkreo.com
Content Delivery
Prioritize videos over images and also
photography over graphic design.
The goal is to focus a lot more on video
content and photography, leaving graphic
design majorly for retail marketing where
need be.
To achieve this, we would be developing a
ton of contents periodically into a content
bank and keep updating them bi monthly
or quarterly

44. www.surkreo.com
Social media strategy
We should be utilizingthe use of 6 key platforms for
Facebook – Retail,Storytelling, Live Sessions
Instagram – Perception Management, Live Sessions
Twitter – Storytelling,ReputationManagement
Youtube – Storytelling,Live Sessions
TikTok/Reels – Trend Hacking, Storytelling

45. www.surkreo.com
AND HOW DOES THAT CHANGE
OUR CURRENT APPROACH?
THE WAY WE DEFINE
PRESENCE/GROWTH
Numbers are good, but numbers without meaning is fruitless as
these can be bought are hacked through to give a false sense of
status.
What we need to measure, along side current metrics are:
Impact - Conversations
Connection – Positive Organic User Generated Content
Conversion – Campaign Success on share of voice and UGC

46. www.surkreo.com
Content Mining
Our goal is to maximizeall marketingproperties,
pre, duringand post campaignand also create
support content that drives emotionalappeal
towardsaudience.
Marketingproperties such as – Experiential
activities,BTS of TVC shoots, engagementwith
influencers/celebrities, internalactivitieswithin
Big Cola, sales and retail outreach, etc.
This would help us remainrelevant while
creatinga content pool that guides our execution
throughout the year

47. www.surkreo.com
Content Mining –
Portfolio Brands
Before the beginningof the year, we
would be producing functional product
engagementcontents that ties with the
propositionof brand and also content to
tie notable dates such as Valentine,
Easter, Ramadan,Children’s day,
Mother’s day, etc.
This would form our mood board and
direction for the shoot that would be for
both image and video

48. www.surkreo.com
Content Mining –
Relevance and
Ownership
Due to the fact that this content creation is
directed by agency, we would be able to
provide client with originality in delivery and
transition away from using stock images
which has become very predictable in the eyes
of our audience.
Client and Agency would also control the
increasing risky position of using unpaid stock
photos … and which we also need to switch
approach

49. Disrupt
Arouse Interest and
Excite TA’s about
the possibilities of
Big Cola
Educate
Equip and empower
individuals to act
correctly by
providing relevant
information and
facts
Reward
Encourage trial
and repetition of
positive behavior
using various
reward mechanisms
www.surkreo.com
www.surkreo.com
Communications
Approach

50. www.surkreo.com
www.surkreo.com
Our Communications Goals
• To create and deliver relevant,
timely and impactful
communications that lead to
awareness and understanding of
the Key Campaign Messages
• To infect popular culture in a
way that fundamentally changes
behaviour, perceptions, beliefs
and knowledge about the Big
Cola

51. www.surkreo.com
www.surkreo.com
”Thirst for Adventure"
CAMPAIGN STATEMENT

52. www.surkreo.com
www.surkreo.com

53. www.surkreo.com
www.surkreo.com
This Campaign theme highlights the idea of embarking on an extraordinary
taste adventure with Big Cola! Satisfying your thirst for excitement as we unveil
a diverse range of unique and exotic flavors, specially crafted to awaken your
adventurous spirit. From tangy lemon and zesty lime to refreshing green apple
and bold tropical blends, each sip will transport you to a world of unparalleled
refreshment.
Dare to try something new and indulge in thrilling moments of flavor discovery.
Embrace the bold and refreshing journey with Big Cola, where affordability
meets unforgettable tastes.
Don't miss out on the excitement – quench your
curiosity and unleash your thirst for adventure
with Big Cola!

54. www.surkreo.com
www.surkreo.com
Big Idea
Go Big
In our 'Go Big' campaign, we invite you to step outside your comfort
zone and embrace the thrill of the unknown. With Big Cola as your
adventurous companion, there are no limits to the flavors you can
explore. Go Big with every sip, as we ignite your taste buds with our
bold and unique beverages, curated for the daring souls seeking
unforgettable experiences.
Unleash your inner explorer and journey through the vibrant landscapes
of taste, from the zestful citrus expedition to the exotic paradise
exploration. This is your chance to embark on a flavor quest like
never before, powered by Big Cola's dynamic and fearless spirit.
So, why settle for ordinary when you can Go Big? Join the flavor
revolution, quench your curiosity, and redefine refreshment with our
diverse range of beverages. Let the world know - you are ready to Go
Big with Big Cola!"

55. www.surkreo.com
#GoBig
Youth and
Pop Culture
Celebrations
Taste and
Delicacies
Local Heroes and
Role models
Social impact
Adrenaline bursters

56. Go Big
Wherever Life Takes you
MESSAGE
PHILOSOPHY
MASTER BRAND - LAUNCH
www.surkreo.com

57. www.surkreo.com

58. TACTICS – MASTERBRAND LAUNCH
LAUNCH A HIT
COMMERCIAL
SEMBLANCE OF THE SAME WAY NIGERIAN MUSICIANS
LAUNCH AN ALBUM
The jingle is a powerful tool that uses music and lyrics to create a memorable and
impactful brand message. In the case of Big Cola masterbrand launch, this jingle can
effectively communicate the brand's philosophy of helping you embrace the bold and
refreshing journey of life.
Benefits:
• Emotional Connection
• Memorability and brand recall
• Consistency and Brand Identity
• Storytelling and message delivery
• Relevance and Connection
www.surkreo.com

59. Tactic Description
Music Video Production
Create a visually captivating music video that brings the jingle to life, showcasing Big Cola’s brand
essence and philosophy.
Key Creatives Develop visually captivating art direction to drive brand memorability across different TGs
Social Media Teasers
Release short video teasers on social media platforms to create anticipation and generate buzz for
the jingle launch.
Behind-the-Scenes Content
Share behind-the-scenes footage or interviews with the artists involved in creating the jingle to
build excitement.
UGC collobrations
Partner with popular influencers who align with Big Cola's target audience to promote and share
the jingle on their platforms.
Music Streaming Platforms
Release the jingle on popular music streaming platforms like Spotify, Apple Music, and
SoundCloud for wider reach and accessibility.
Radio Airplay
Partner with radio stations to ensure the jingle receives extensive airplay, reaching a wide audience
across different demographics.
Jingle Remix Challenge
Launch a remix challenge where fans and aspiring artists can create their own versions of the
jingle, fostering user-generated content and engagement.
Collaboration with DJs
Collaborate with popular DJs to incorporate the jingle into their mixes and sets, expanding its
reach within the music community.
Public Performances
Arrange live performances of the jingle at relevant events, concerts, or brand activations to create
memorable experiences.
TACTICS – MASTERBRAND LAUNCH – RESIDUAL TACTICS
www.surkreo.com

60. www.surkreo.com
PRODUCTION REFERNCE

61. MUSIC STREAMING
PLATFORMS
We would be submitting the song to
music streaming platforms so they can
be available for our consumers to
listen and enjoy across their platforms.
www.surkreo.com

62. SOCIAL MEDIA
CONTENT
We would be profiling the artistes
that composed the songs and push
a lot of PR towards the release date
of the track. There would also be
BTS contents of the production of
the music as well as music video.
This would build anticipation for the
new single and the video.
www.surkreo.com

63. RADIO AND TV
AIRPLAY
In the same vain as music
promotion, we would be
working with radios and music
TV stations to hype the release
of the new song and let our
consumers know that the single
is available to enjoy
www.surkreo.com

64. DJ
COLLABORATIONS
We would be working with DJs to add
the jingle to their sets at bars and
clubs as a why to drive memorability
and brand recall
www.surkreo.com

65. LIVE
PERFORMANCES
We would be also be arranging live
performances of the song at events
that would have choreographers and
the artistes that composed the songs
www.surkreo.com

66. UGC STRATEGY – LET
THE CUSTOMERS
TELL OUR STORY
Tactics Description Execution
IG Blog Contest Run a UGC Creative contest, where
consumers develop the most creative
expression of the song – from dance,
remixes, etc
We would be working with
Tunde Ednut on this execution
using our theme
Curate UGC content Curate high quality UGC content on
our socials
Add some of the best UGC
content as part of our social
media content
www.surkreo.com

67. INFLUENCER
COLLABORATIONS
Tactics Description Execution
Build Genuine
Relationships
Meet and greet event
between Big Cola and Key
influencers
Organize and influencer party
and identify influencers to work
with long term
Content
Partnerships
Product placement with
existing content creators
Identify key content options
from skits, podcasts, pranks, etc
to partner with that aligns with
our campaign goals
Create new
Content Options
Identify content opportunity
and create pilot episodes
with key influencers
As a core YouTube and
Facebook strategy, create
owned engaging long content
forms
www.surkreo.com

68. Go Big
The Journey
Wherever Life Takes you
MESSAGE
PHILOSOPHY
VEHICLE
SUSTENANCE – PRODUCT SEGMENTATION FOR
DIGITAL AND EXPERIENCE
www.surkreo.com

69. COMMUNICATION PRODUCT SEGMENTATION
www.surkreo.com
Product Theme Messaging Personality Target
Big Cola Classic Refreshment with a Twist
"Embark on a classic refreshment with a bold twist! Join our flavor
journey and discover the adventurous side of cola."
Classic yet Adventurous (Use case,
mixer, pair with meals, sharing with
friends/family, etc)
Big Lemon and Lime Zesty Citrus Adventure
"Tangy and zesty - a thrilling citrus adventure awaits! Explore the
exciting fusion of lemon and lime flavors."
Energetic and Curious – (Mixology)
Big Green Apple Crisp Apple Quest
"Experience the crispness of an apple on a flavor quest! Taste the
refreshing essence of green apples on our adventurous flavor
journey."
Fresh and Exploratory (Fashion and
Lifestyle)
Big Tropical Exotic Paradise Exploration
"Escape to an exotic paradise of flavors! Dive into the vibrant
blend of tropical fruits and embark on a refreshing adventure."
Free-spirited and Adventurous (Party,
Adventure)
Big Orange Fruity Citrus Expedition
"Embark on a fruity citrus expedition! Let the burst of orange
refreshment accompany you on an adventurous taste
exploration."
Zestful and Adventurous (Fun and
Friendships)
Big Water Hydration Oasis on the Adventure
"Stay hydrated with our refreshing oasis on the adventure! Big
Water, your perfect companion for all exhilarating journeys."
Refreshing and Active (Active Lifestyles)
Big Volta Energy Surge for Thrilling Ventures
"Ignite your energy for thrilling ventures with Big Volta! Unleash
the electrifying power that fuels your adventurous spirit."
Dynamic and Fearless (Daring, energetic,
on the go)

70. www.surkreo.com
TACTICS
CREATING ENGAGING HUMAN
CONNECTIONS AND COMPELLING
STORIES
Our goal is to create various tactics for human connection and
storytelling on Big Cola digital platforms, including additional tactics
such as content mining to develop a video and image bank for social
media, ensuring a consistent and visually compelling brand presence.

71. SOCIAL MEDIA
SCHEDULED
CONTENT
Tactics Description Execution
Interactive contents As users from influencer
collaborations build, we do
creating contents to engage
Puzzle, trivias, quizzes etc
Encourage
and feedback
Build a community by asking
opinions and feedback
Polls, comments, etc
TARGET: ALL
GOAL: ESTABLISH BRAND CONNECTION
www.surkreo.com

72. OWNED CONTENT IDEAS
”Big Cola Shopper Quest":
A fun and interactive series where a host embarks on a quest to find Big
Cola in various locations.
Each episode features the host visiting different supermarkets,
convenience stores,, engaging with store employees and shoppers to find
Big Cola products.
The series encourages viewer participation by challenging them to spot
Big Cola drinks in their local stores and sharing their findings for a chance
to win prizes.
Shopper Quest Mechanics Making it Fun and Engaging
Theme and Objectives Incorporate Surprises
Clues and Challenges Interactive Host-Contestant Interactions
Time Limit and Scoring Time Pressure and Leaderboards
Social Media Integration Live Streaming and Behind-the-Scenes Content
Final Destination and Rewards Collaborations and Guest Appearances
www.surkreo.com

73. BTS CONTENT –
ELEVATE UNHEARD
STORIES
Tactics Description Execution
Internal content
development
Work with HR and Marketing
identify and curate content
that would improve staff
engagement on socials
Staff highlight, production
quality control checks, etc
Value chain
documentary
Tell stories of empowerment
small business owners that
Cola Products
Identify compelling stories and
emotional messaging that would
resonate with the end user
Celebratory Key
moments
Identity key opportunities
dates to create short form
emotional content
Long serving staff members,
of the 1mn th pack of Big Cola,
TARGET: SUCCESSFUL BUSINESS PROFESSIONALS
GOAL: ESTABLISH BRAND CONNECTION
www.surkreo.com

74. STORYTELLING
Tactics Description Execution
Develop product
messaging specific
videos
Create very short storytelling
videos that sell the
messages of each product
Short storytelling videos for
product personality type – ie –
dancers, etc
Content Bank Develop video content bank
can be used for social media
calendars
Content would cut across
Unique moments for trendy
DIYs, Hacks, recipes, etc
Caption contest Get users to build content Get users to watch identified
and let them form the story,
caption for the content. Follower
selected captions would be
TARGET: ALL
GOAL: DRIVE SALES, INCREASE ENGAGEMENT,
BUILD CONNECTION
www.surkreo.com

75. EVENTS
Tactics Description Execution
University Events Take advantage of
social activities to connect
young people
Sponsor and be present at
Hall Week, Pageants, Music
competitions, etc
Influencer event
collaborations
Create owned events that
used as avenues to create
experience
Beach parites, traditional
or fake wedding parties
TARGET: YOUNG PEOPLE
GOAL: ESTABLISH BRAND CONNECTION
www.surkreo.com

76. PLATFORM STRATEGY
Channels Target Audience Description Key Features Content Strategy
Facebook All segments
Social media platform for
community-building,
and customer service
Groups, events, ads
Messenger, live video
Customer service,
building, engagement
Instagram
Young professionals,
conscious, fitness
students and children
Visual platform for sharing
product images and
content
Stories, Reels, IGTV, in-
shopping, analytics
Product images, lifestyle
influencer content
Twitter
Young professionals,
conscious, fitness
students and children
Micro-blogging platform for
time updates, news, and
engagement with
Hashtags, Twitter chats,
customer service, analytics
Real-time updates,
service, engagement
LinkedIn Young professionals
Professional networking
for B2B marketing and
leadership
Company pages, groups,
postings, analytics
Thought leadership, B2B
marketing
YouTube
Young professionals,
enthusiasts, students and
Video-sharing platform for
product tutorials, brand
influencer content
Long-form video content,
analytics, YouTube SEO
optimization
Product tutorials, influencer
content, brand story
Influencer Marketing All segments
Collaborating with
promote Chivita Juices'
and lifestyle
Authenticity, niche
social media presence
Product reviews,
content, event coverage
www.surkreo.com

77. PAID ADVERTISING
STRATEGY
www.surkreo.com

78. Reaching Our Target Audience
Effectively
www.surkreo.co
m
Paid advertising is a critical component of any digital marketing strategy.
We believe in utilizing a mix of paid advertising channels to reach our
target audience effectively and efficiently.
Our Paid Advertising Strategy:
• Identify the right channels: We will use a combination of platform-specific advertising
channels to reach our target audience across multiple platforms.
• Define target audience: We will use the target audience segmentation previously
defined to create targeted campaigns that resonate with each segment.
• Leverage data-driven insights: We will leverage data-driven insights from analytics to
optimize our ad campaigns for maximum performance.
• Develop compelling ad content: We will create engaging and informative ad content
that resonates with our target audience. This can include product images, lifestyle
content, and call-to-action (CTA) messaging.
• Optimize for conversions: We will optimize our ad campaigns for conversions by
implementing conversion tracking, retargeting, and A/B testing.

79. PAID ADVERTISING CHANNELS
Platform Description Target Audience Key Features Ad Formats
Facebook Ads
Targeted ads on the
Facebook platform
All segments
Audience targeting,
retargeting, analytics
Image, video, carousel,
story, collection ads
Instagram Ads
Targeted ads on the
Instagram platform
Health-conscious, young
professionals, fitness
enthusiasts, students
Audience targeting,
retargeting, analytics
Image, video, carousel,
story, collection ads
Twitter Ads
Targeted ads on the Twitter
platform
Health-conscious, young
professionals, fitness
enthusiasts, students
Keyword targeting,
analytics
Image, video, carousel ads
Google Ads
Targeted ads on the
Google search and display
networks
Health-conscious, young
professionals, fitness
enthusiasts, families,
students
Keyword targeting,
demographic targeting,
analytics
Text ads, shopping ads,
video ads, display ads
LinkedIn Ads
Targeted ads on the
LinkedIn platform
Young professionals
Company targeting, job
title targeting, analytics
Sponsored content, text
ads, sponsored InMail,
display ads
YouTube Ads
Targeted ads on the
YouTube platform
Health-conscious, young
professionals, fitness
enthusiasts, students
Video targeting, analytics
Skippable and non-
skippable video ads,
bumper ads, overlay ads
www.surkreo.com

80. About us

81. We combine insightful brand
strategy, technology, digital
effectiveness, creative
communication and engaging
experience in helping start-ups
and brands chart the course from
awareness, acquisition,
retention and loyalty in the
minds of the consumers.
Marketing Accelerated by Data
www.surkreo.com

82. We understand that at every point in the
market, your business needs a different
approach, and we are here to help.
www.surkreo.com

83. We love to be part of
your team and understand
your business beyond a
marketing level.
This would enable us
synergize
better, shorten the
“back-and-forth” and
generally reduce cost of
acquisition of new
users/customers.
We seek to create an
experience greater in
value than the elements
of our solutions by
making sure the most
suitable engagement
package is selected and
executed seamlessly to
guarantee the best
possible outcome.
We embed ourselves with your
boardroom
www.surkreo.com

84. We have the latitude to
offer clients either
segmented services or an
integrated activation suite
of services.
Our approach to marketing...
www.surkreo.com

85. HOLLANDIA EVAP MILK
Background
Hollandia Evaporated Full Cream
Milk is the 1st milk in Nigeria to
be packed in Tetra pack in
competition to tins that's user-
friendly. 70g pack - Hollandia
Evaporated Full Cream Milk is
popularly known as the Pour Pour
Throw Pack and it takes
convenience to a whole new level
Objective
The objective of the campaign
was to showcase the many ways
both traditional and non-
traditional, in which Hollandia
Evaporated Milk can be enjoyed
thereby triggering brand switch.

86. HOLLANDIA EVAP MILK
Strategy
The campaign made use of digital
strategies to drive across its
message by engaging and
interacting with the target
audience within the online space.
The campaign activities were held
on Facebook, Twitter and
Instagram.
Execution
Posts were made with 2 hashtags
#HollandiaEvapAndYou and
#HollandiaEvapAndWhat to drive
communication
Facebook Twitter Instagram
18,014
post likes
1,414com
ment
2,018
retweets/likes/
replies
5151 likes

87. CHIVITA ACTIVE
Background
Chivita Active is a unique blend of
fruit& vegetables that keeps
indidviduals active and energized
all day. In a bid to create
awareness about it healthy
nutrition, the brand launched its
campaign on digital
Objective
The objective of the campaign
was to drive the importance of
living an active life, re-enforcing
Chivita Active as an enabler for
active healthy living and to
motivate the audience to stay
active always and at any place
they find themselves.

88. CHIVITA ACTIVE
Strategy
The campaign made use of digital
strategies and influencers to
drive its message, engaging and
interacting with the target
audience through fitness videos
and engaging content.
Execution
Posts were made with the
hashtags #CmonGetActive,
#MyActiveBody, #ActiveMonth
to drive communication and
reinforce the Campaign objective.
The campaign won a Silver at the
2018 Laif Awards
Facebook Twitter Instagram
51,660 post
likes
225 shares
325
comment
524 Retweets
435 Likes
91 Replies.
7,984 Likes
698
Comments.
On the 30th of April, Chivita Active
had 98,210 fans on Facebook.
On 30th June, Chivita Active
had 105,337 fans on
Facebook.
The brand had its highest number of
impressions of 10,720 on the 6th of June
from 4 tweets.
Promo Impressions gathered during the
campaign stood at 6,482,598.#CmonGetActive
made to top most trending topics during the
campaign on 7th & 9th June 2018.
Google placement generated a total of 10 million impressions, against
the KPI set at 8 million impression for the campaign. The ads also
generated 8,670 clicks resulting in a click through rate is 0.09%.

90. Black Bamboo
Black Bamboo specializes in the production
of film and corporate videos for marketing,
training, events, and documentaries. As a
production company whose strengths are
creativity, flexibility, and expertise to
deliver high production value, we pride
ourselves in achieving the very best
results on time and within budget.
Black Bamboo is a subsidiary of Surkreo
Communications

91. www.surkreo.com

92. www.surkreo.com
Thank you