Pepsi Partners Airtel In A New Loyalty Promo

By Uche Peter

Lagos, Nigeria; Wednesday, January 22, 2014: Two of Nigeria's leading companies, Pepsi and telecommunications operator, Airtel Nigeria, have announced an audacious consumer promotion to reward customers for their loyalty and ensure they begin the new year on a high.

Addressing a press conference at Sheraton Hotels and Towers, Lagos on Thursday, both organisations said the partnership will see Nigerian consumers winning airtime for every glass bottle of Pepsi, Mirinda, 7Up, Teem and Mountain Dew purchased in the next 70 days.

Head of Marketing, Seven-Up Bottling Company Plc, makers of Pepsi and other carbonated soft drinks, Mr. Norden Thurston said the partnership with Airtel is aimed at giving the Nigerian consumer the best of two worlds: drinking refreshing Pepsi, talking with exciting Airtel.

Mr. Thurston said Pepsi is consumer-centric and ever evolving ways to delight its consumers. “The Nigerian consumer is becoming more discerning and is beginning to get wary of elements of luck associated with lotteries and raffle draws hence we are giving him instant win and multiple entries to enjoy on-net Airtel calls,” Thurston said. According to him, Pepsi is happy to align with Airtel, which has the same consumer focused philosophy for this win-win promotion.

Commenting on the Pepsi/Airtel consumer promo, the General Manager, Value Added Services Airtel Nigeria, Mr. Victor Bannerman-Chedid said “the partnership between Pepsi and Airtel, two of Nigeria's leading companies is one of the most exciting things to happen to the Nigerian consumer in recent time. We are happy to begin the New Year on a very promising and positive note for the good of the Nigerian consumer. We recognize their importance and the immense roles they play in the success or our businesses.”

Speaking further on the modalities for the promotion, Bannerman explained that there is a number which is revealed when a consumer peels off the inner bottle covering of any of Pepsi, Mirinda, 7-Up, Teem and Mountain Dew with Airtel crown cork,. The number is dialed straight to a code for instant recharge of one minute Airtel airtime to make on-net calls only. For those without Airtel lines, the number entitles them to free SIM card which is activated immediately to begin to enjoy the promo. A consumer is only allowed to recharge three times a day and each recharge is valid for three days if not used immediately.

However, the airtime has pass over value as friends or family members can decide to give the airtime out as a show of love.

Most industry watchers believe that the synergy between Pepsi and Airtel is a positive signal that the Nigerian consumer will have a strong influence on how brands perform in the market this year.