In Nigeria and across the globe, there is a growing demand for personalised brand communication that resonates with the everyday experiences of consumers.
The typical consumer faces daily challenges, uncertainty, and occasional disappointments. To connect effectively with today’s audience, brands must acknowledge these nuances and reflect the same in their messaging, allowing consumers to mirror their realities through the brand’s narrative.
A great example of this approach is the new TV commercial by the leading energy drink brand, Supa Komando, which skillfully captures and amplifies these themes.
The inspirational “Fire On Naija” commercial celebrates the everyday Naija hustlers. Featuring OAP and hype man Do2tun ‘The Energy Gad,’ alongside former Big Brother Naija housemates Neo Energy, Cross, Saskay, and Erica, the commercial delivers a powerful message of resilience to Nigerian consumers.
Scenes in the commercial mirrored Supa Komando consumers: a student, a production manager, a content creator, a skater and an entrepreneur, all feeling overwhelmed while dealing with challenges as they go about their daily hustle. Each Supa Komando brand ambassador acts as a motivational voice, encouraging them to “Fire On” till they succeed.
Commenting on the advert, Senior Brand Manager, Marketing, Seven Up Bottling Company, Yewande Ade-Alao, said the Supa Komando brand identifies with the daily challenges of our consumers and remains a reliable companion during these tough times.
“Every day, we all face challenges in our journey towards growth and success. When faced with overwhelming situations or daunting tasks, Supa Komando stands as a beacon of inspiration, motivating consumers to channel their inner strength and achieve their goals. It is imperative that our communication continues to reinforce the message that Supa Komando inspires consumers to “Fire On” in their daily hustle,” Yewande explained.
This commercial resonates with many Nigerian youths, who are the primary audience for the Supa Komando brand. Each of the brand ambassadors embody the never-say-die spirit depicted in the advert, as they all have personal stories of overcoming adversity, turning setbacks into comebacks, and ultimately achieving success through sheer determination.
While fictional heroes like the world-famous Commando character can only be imagined, Nigerian youths must recognise the ‘Komando’ within, and tap into their inner strength, overcome their numerous obstacles, and write their own heroic stories.
Messages of hope, motivation, and inspiration are essential, and it’s commendable that a renowned brand like Supa Komando is leading the way with a message that not only empathises with its consumers but also inspires them to win in their daily hustle and ‘Fire On’ to success.
