Christmas is Nigeria’s ‘unofficial’ party season and major drink brands in the country are part of the reason behind that.
After all, what party is complete without a drink or two?
A look at the event calendar for December shows that major drink brands have partnered with event planners and big artists for some of the amazing concerts.
From Hennessy Artistry Grande Finale to Pepsi’s ‘Disemba’ line of events, there is always a major brand associated with a big concert.
So why do these drink brands sponsor these concerts?
For the drink brands, the competition is always on who can make more sales. Drink brands like Hennessy, Johnnie Walker, Remy Martin and the rest leverage on these Christmas concerts as an avenue to sell off their products. It is normal to find vendors with stalls at these concerts selling drinks.
From the posters, banners, radio, TV and outdoor advertorials that precede these concerts, more consumers begin to see and hear about the brands sponsoring these concerts. Christmas concerts have become like an advertorial showcase for these brands and it is interesting to see more and more brands jump on the roller coaster although there seems to be a bit of ‘copy-catting’ in this aspect.
Concerts create a unique identity for the drink brands. While Hennessy Artistry uses the avenue of music as a testimony to its unique blending style; At the Club with Remy Martin reveals the brand’s identity as enchanting cognac to enjoy in clubs and parties.
To each drink brand, its own identity and all are targeted to tuning in with the consumer base that tandems with its identity.
Some of the artists like Falz, Wizkid, Davido, Olamide, Timaya are celebrity ambassadors of most of these drink brands. It goes without saying that the brands will key into any concert organised by any of its ambassadors.
Smirnoff showed a good example when it partnered, alongside Pepsi for DJ Spinall’s Album party which held recently at the Oriental Hotel.
Music and drinks are wonderful companions when it comes to partying. There is a saying among social circles that “a glass or two helps you to understand the music better.” Drinks brands tag with these concerts to create the right experiential atmosphere for lovers and potential customers to interact with their products. For drink brands, Christmas concerts are like an open playground to build the fun side of their products on.