Nigerian Celebrities and Brand Promotion

Various Blue Chip firms in Nigeria, running in varied balls such as Production, Telecoms, Banking, Consumer services are emerging with fresh principles that would place them in advance of their rivals. The message Independent epoch (1960 till day) has actually witnessed the continual increase of business both local as well as International right into the marketing sector, eager to contend in the Nigerian competitive market Championship. An annual occasion held to figure out which companies products/services thrived one of the most in the Nigerian Market. Their performances were rated by the revenues published throughout the Business Yearly General Meetings. A couple of who began the race at its beginning are still in contention for the gold prize, while their counterparts have dropped along the way side.

The competition to dominate the Nigerian market has expanded tougher with each passing year, and firms have released various advertising methods “in as well as out of the box” in a bid to swipe the market. For instance the routine use of promos by firms enticing customers to acquire their items and ultimately wining whooping financial incentives and a selection of consolation prizes, video game shows/lottery, where succulent financial bundles are for grabs by clients that participate and comply with stated directions have actually ended up being rampant. These ‘over flogged marketing approaches’, have driven a couple of to look to the direction of the celebs (especially those in the Amusement circuit) to conjure up a Sales- Reload had to propelled them far ahead of their competitors.

In the eyes of the general public, celebrities are seen as an uncommon one-of-a-kind type of Homosapiens who stir with an aura of achievement, and possess the gold touch capable of transforming the normal right into extra-ordinary within a splitting 2nd in their particular preferred profession. They have the power to maintain ones eyes riveted on them, sparking the star struck disorder on their fans. They conveniently stir up enjoyment in the group with some cringing their necks a lot to the nerves discomfort, in a bid to see them. This sensation is ideal defined during real-time concerts performed by popular artists when the group enters into a frenzy, with the babes naturally shrieking their names( if they are individuals) and shouting “I Love You X”, exceptionally dropping tears, and sometimes passing out or virtually losing consciousness at the smallest physical call with the stars or otherwise.

The posters of these terrific men and women that wield the financial wands in their hands are kissed and spoken with by their fans who have them hung in a corner of their rooms, as well as desire constantly about exactly how excellent they might have been together, profess their unequaled love for them, adoring, idolizing them, consequently prompting the excellent Lord to jealousy. Celebrities by reason of their appeal normally possess the power to affect customers to switch commitment to the backed brand names, as well as make such adverts to remain continuously in their memory information financial institutions. On a wider pedestal, stars such as James Earl Jones backed “CNN”, Catherine Zeta- Jones “Elizabeth Arden”, and also Pepsi has consistently taken advantage of International leading rated footballers and also artistes to promote its brand name.

In Nigeria, the idea of utilizing celebs to promote various brands went to its lowest ebb before 2007. Marketing business on the pay roll of rival companies fantastically used “Unidentified faces” to attempt and lure possible clients right into purchasing the products being predicted or to keep consumers commitment or launch a cross carpeting to the use of the displayed items, through the Electronic media( dominantly TELEVISION).


1. LACK OF KNOWLEDGE: A lot of Advertising and marketing professionals were not proficient with the principle of utilizing celebrities to promote the brand names. They were hired to just promote, showcase the items of their clients to visitors, which they did. They were not deeply associated with any kind of advertising and marketing approach to out do brands from competing firms.

2. INDIFFERENCE: A few were rather detached, took on an indifferent strategy to the concept, given that they believed that making use of stars had no effect on the high quality output of the adverts produced, so why trouble utilizing them?

3. AVERSION TO SPEND: Many Customers were unwilling to pay the charges needed to involve the services of the celebrities to advertise the brand names in the advert (which was not as expensive when compared to just what acquires today). Only a few granted the obtaining and eventual use stars such as the now defunct Universal Depend on Financial institution (UTB advert: Chief Zebrudaya and also Jegede of the New masquerade TV series popularity), Visine eye decreases (Regina Askia), Early morning fresh (Bimbo Oloyede), Panadol (Ovuleria, Akpena in the TELEVISION series of the New masquerade), New Elephant Blue cleaning agent (Principal Zebrudaya, Samanja).

4. LOW COMPETITON: A handful of business with opponents producing brand names in the exact same sector existed. In the 80’s we basically had 2 known competing brand names of products attracted from different spheres for eg Detergents “Omo and also Elephant Blue”, Soaps “Lux and “Cussons Imperial natural leather”, Soft drinks “Coke and Pepsi”, Vehicles “Peugeot and Volkswagen”. On the other hand a couple of firms produced brand names that went undisputed such as Okin biscuits, Top Milk, Maltina, Robb, Thermocool fridge/freezers.

The video game has actually currently changed with Firms excitedly parting with money to make certain that celebs are efficiently made use of to advertise their brands via the electronic media (still dominantly TV) based on its huge viewership base, as well as sometimes the Print media is additionally made use of.


1. Omo detergent (Adesuwa Oyenokwe – TV presenter ).

2. Chivita (Jide Kosoko- Nollywood actor).

3. Chi Exotic (Sunny Neji – Artiste).

4. Peak Milk (kanu Nwankwo- International footballer).

5. Hollandia Milk( Ali Baba- comic, Julius Agwu- comic, Omotola Jalade Ekehinde- Nollywood actress, Bukky wright- Nollywood/ TV actress).

6. Lux (Genevive Nnaji- Nollywood starlet).

7. Amstel Malta (Dakore Egbuson- Nollywood starlet).

8. Onga (Kate Henshaw- Nuttal- Nollywood/ TV starlet).

9. Robb( Julius Agahuwa- International Footballer).

10. Harpic (Nkem Owoh- Nollywood actor, Bukky Wright- Nollywood/TV actress, Joke Silva- Nollywood/ TV actress ).

11. La Casera (Ikponwonsa Osakhiodua- Radio presenter).

12. Power Fist (D’Banj- Artist).

13. Ok Desserts (Osita Iheme, Chinedu Ikedieze, both Nollywood actors).

14. Mimi Noodles (Bukky Ajayi – Nollywood/TV actress).

15. Guinness (Tu Face Idibia- Artiste).

16. Zain (Bryan Okwara- Mr Nigeria).

17. Yoyo Bitters (Jide Kosoko- Nollywood star).

18. Damatol (Desmond Elliot- Nollywood actor).

19. Lagos State Federal government on the settlement of Tax obligation (Kate Henshaw- Nuttal, Bimbo Akintola, Funke Akindele, (all Nollywood/TV starlets, Pastor Enoch Adeboye, General Overseer of the Redeem Christian Church of God).

20. Malta Guinness (Basket Mouth- comic).

21. Etisalat (Banky W- Artist).

22. Glo (RMD, Joseph Yobo, John Utaka, D’Banj, Ego, Madam Kofo, Sunny Neji, Funke Akindele, Basket Mouth, Ramsey Nouah jnr, Monalisa Chinda- Richards, Ini Edo as well as much more.

It is a truth that some consumers familiar with the mouth watering take home pay tucked securely in the cat of the celebrities, are stagnated by the adverts thinking that more frequently times than not the celebs do not make use of those items whatsoever, opting instead to utilize items from competing business or those made by firms in various other nations that are yet to be developed here. No matter the hype made these days regarding their presence in the adverts, having them support the items does not immediately present a “snail evidence seal” on the sale of the items. For one, it is germane that the celebrity being used have to preferably fit the brand name that is being forecasted, various other smart called the “item match”. For that reason aspects such as physical look, personal appeal, reliability, reputation, tourist attraction sparks in between the star as well as the target consumers, are basic as well as could not be forgoed aside, in order to produce not only the consumers passion in the item yet likewise to take useful steps in purchasing it.

For instance the use of Nkem Owoh (male) in the Harpic advert was an inequality. As a norm in Nigeria, men do unclean commodes at home, since it is considered part of the residential tasks of a female. The target audience to advertise any bathroom cleaning items are “females”. Making use of the star was hinged on superior success taped as a Nollywood celebrity, therefore they felt his popularity would effectively promote the brand and also tremendously increase sales. They should have understood that utilizing him was a wrong step as females considered it as a mere advertorial propaganda making them get the item. His stepping aside brought on board the impressive Bukky Wright, however following her precursor’s routine advert. Ladies easily heated up to her, and the stereotyped message ended up being reasonable, erupting earlier uncertainties regarding the product’s performance which had actually remained on in their minds prior to the star swap. Joke Silva has actually likewise taken over the brand name promo reins from he, r sadly with the boring advert. Picture making use of a male for a diapers advert, or one focused on advertising a variety of child or cosmetic items! Despite just how good looking the man is, regardless of exactly how amusing the advert ends up being, at best it would certainly translate right into a well packaged splitting seconds side show applauded by the women individual.

The influence Akin (Chinedu Ikedezie) and also Pawpaw (Osita Iheme) made in promoting “OK Sugary foods” would certainly not have been the same if an “adult looking” celebrity had having a gone at it. Youngsters relate to the duo as “Children celebrities” to which they could associate with, though naive about their actual ages, or their failure to understand that they are “little men” with child like facial as well as physical functions who have actually illuminated the lives of Hollywood fans. Children have actually happily welcomed the items prompting their parents to acquire the treasured sugary foods.

” Etisalat”, a Telecoms business that made its launching right into the extremely affordable Nigerian Telecoms market in 2008 was confronted with the fact of coping the 3 major gamers “MTN”,” ZAIN” and “GLO”, though not under score the presence of others that could provide a run for their cash such as Starcomms, Multi Hyperlinks, Visa Phone, Reltel, Intercellular. They had actually hitherto turned to marketing strongly, with different adverts pioneered by undesirable faces promoting their brand name using the digital and print media. A break can have been labelled to have actually been accomplished when “Banky W”, the astonishing R n B artist with the hit track “Ebutte- Metta” that made waves in the music front was made use of to advertise the brand name. His smooth creamy voice as well as the closing lyrics “080,0809 ja permanently” worked. Nigerians took a great liking to the song and also in various quarters, kids as well as adults were heard reeling out the “0809ja permanently tune”, rising the Etisalat brand name to higher heights.

Stars can be made use of to present a brand-new brand name, break the cycle of sales stagnancy that had actually hitherto held the item bound, and also dispel nose diving sales reports being peddled by competitors. Using celebs often has a disastrous result for sale where the star backs one brand name as well as is seen utilizing the rival’s, or endures a major hold up in his/her occupation. Whether the single purpose of utilizing Nigerian stars in adverts to advertise the companies brands, for accomplishing the previous collection predicted sales revenue or even exceeding very same has been attained, exists coded on the mystical sales card which the business have held safely in their hands following doggedly by the concept of “for our eyes only”. Learn more of ourĀ latest naija gist.