In an obvious effort to aligning its marketing efforts with the local content drive, Campari the world’s best known aperitif has upped its local content participation by featuring a leading actor, David Gyasi in its new television commercial.
Campari initiative according to senior marketing personnel of the company is to reverse the growing trend among the industry leading brands that have their advertisements shot abroad without any inkling of Nigerianness in them.
The new campaign-unstoppable offers a glimpse into the life of an inspiring and charismatic Nigerian man played by David Gyasi, star of the movie ‘The Cloud Atlas’.
Speaking with reporters in Lagos, Richard Black, Marketing Director at Campari International, said “We wanted to reflect the hope and positivity which characterize the Nigerian consumers, whilst staying true to the vibrancy and elegance of the world’s best-known aperitif. The Italian passion of Campari and the optimism of Nigerians are natural partners, which combine to create a sense of anticipation at things to come and a belief that anything is possible.”
The Creative Director of Saatchi & Saatchi Cape Town, Gavin Whitfield and who was also responsible for developing the creative concept for the advertising campaign stated that “Nigeria has a diverse ethnic and cultural mix which makes the country a very complex one in terms of communication. We coupled our 15-year track record of creating communication for Nigeria altogether with in-depth research to ensure that we truly reflected the needs of our consumers and could offer them a story that they could identify with, and the resulting campaign reflects our findings – a young and outgoing population with an unshakeable optimism that is distinctively Nigerian.”
Publisher,
Lagos Post Online,
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