Today’s consumers are not just tech-savvy, they are also always on the go. Hence, brands need to be creative with their offerings to continue to attract equity and more importantly, unwavering loyalty from consumers. One of the creative ways is to meet them where they love to be and at what they love to do.
One company that has perfected its consumers’ relations and connection approach is Seven Up Bottling Company (SBC), the manufacturers of Pepsi, 7Up, Mirinda, Teem, Mountain Dew, Rockstar Energy Drink, Lipton Ice Tea, Supa Komando Energy Drink, H2Oh and Aquafina premium drinking water in Nigeria.
In recent years, the company has carved a niche for itself in the lifestyle touchpoints of Nigerians. SBC has meticulously woven its chain of brands around concepts that continue to drive the company and its brands to own the hearts and minds of Nigerians, especially the youth, who make up a huge chunk of the active population.
Pepsi, SBC flagship brand focuses on refreshing and empowering the younger generation of Nigerians, engaging them with initiatives like the popular Confam series, which include; Confam Gbedu, Confam Taste, Confam SZN, Confam Disembaa and others. Under this concept, Pepsi also reinstates its taste credentials as the best-tasting cola in the country.
On the SBC/Eat’N’Go partnership, for clarity, “Collabo” is a colloquial way of saying ‘Collaboration’ In this context, it refers to the coming together of the two brands: SBC and Eat ‘N’ Go Africa Limited, the master franchisee for Domino’s Pizza, Cold Stone Creamery and Pinkberry Yoghurt in Nigeria.
“When a Collabo is Confam, it is an endorsement of its authenticity and ability to deliver on what it promises. We are excited to have this Collabo as two renowned customer-centric brands are coming together to give Eat’N’Go Customers better value and more refreshment flavour choices. This partnership is indeed the Confam Collabo we have all been waiting for,” said GM. Marketing SBC, Segun Ogunleye.
With the partnership, SBC, which has been a strong and active player in the entertainment industry, has now expanded to the Quick Service Restaurant (QSR) market in Nigeria. Confam Collabo will provide refreshing food and beverage experiences for customers across over 175 Eat‘N’Go outlets pan Nigeria.
The unification of these two customer-centric brands will offer Nigerian quick-service restaurant customers more nutritional value, variety and interesting combination options. “Customers will continue to enjoy the Confam enjoyment from the combination of Domino’s Pizza and Pepsi as well as other refreshing food, drinks and treat combos with Cold Stone Creamery and Pinkberry,” Ogunleye added.
For Eat’N’Go and SBC, Confam Collabo is a seal of value alignment of both brands: refreshing the younger generation who are trendy and groovy. According to the Group Chief Executive Officer of Eat‘N’Go Africa, Mr Patrick McMichael, this is a collaboration between two companies that are innovative and customer-focused. “Eat‘N’Go is proud to associate with SBC in this partnership that aligns with our customer-centric approach to our business operation. As an organization, Eat’N’Go is driven by the passion to give customers the best flavour choices and best products, hence, we continuously explore innovative ways to keep improving our menu offerings,” said McMichael.
Confam Collabo clearly shows SBC’s understanding of the Nigerian consumer as well as intentionality in finding the best ways to meet their needs alongside having a renowned brand like Eat’N’Go Africa as a partner is one sure way to solidify consumer connection.
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