Beverage Manufacturers in Nigeria are currently at war as consumers are now validating the maxim, "Customer is King"

Coca Cola launched the "Share a Coke" campaign wherein names were inscribed on the bottle and can of the brand. This was accepted by Nigerians as a campaign that connects emotionally.

Last year, a new brand called Big Cola by AJE  was introduced into the market and they were gaining market share because their product had more volume than the regularly 50cl of their competition.

This made Pepsi to launch the "Long Throat" campaign. Pop artistes and celebrities were used to make the campaign resonate among Nigerians. The concept of "Long Throat" a slang used to describe glutton was used positively to mean more content as the  volume was increased from 50cl while the price was retained.

In a swift reaction Coca-Cola has increased the volume of their drink from 50cl at the same price.
The competition is getting stiff as the beverage companies are contending to keep their market share unscuttled by using all integrated marketing communication tools to gain consumer loyalty. However, brand analysts are looking forward to the next strategy where the eventual market leader would emerge.

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