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Pepsi, Airtel, Dano, Oraimo, Others Battle For Eyeballs In BBNaija ‘Level Up’ Edition

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As Africa’s biggest and most anticipated reality show-Big Brother Naija ‘Level Up’ edition finally kicked off with a climactic double launch over the weekend, it has been gathered that about 26 brands are in the fray for the eyeballs of millions of passionate viewers from across the world that will intensely follow the 24-hour reality show that will run for the next 70 days.

It is no longer news that Pocket by Piggyvest have made a return to the reality show as headline sponsor, joining Payporte to hold that position consecutively having sponsored the ‘Shine Ya Eye’ edition last year as ‘Abeg’ in the same capacity. Flutterwave joins Pocket on the show as an associate sponsor.

Already, even as Housemates are beginning to make their impression in the Big Brother House, so also are some of the brands that have jumped on the train to be part of this journey. Maintaining a consistent presence in Big Brother Naija editions and back again, is global cola giant-Pepsi. In keeping with the same energy it did last year and despite the different events in the socio-political space demanding the largest share of voice in the social media space, brand Pepsi through its #PepsiComfamSzn hashtag was trending on Twitter at an impressive third place, just behind BB Naija which was launched that day.

Quite unsurprisingly but consistent with its feat last year, energy drink brand-Supa Komando was also on the top five trends on Naija Twitter sitting comfortably on the fourth place with its #BBNXSupaKomando hashtag.

Telecommunications brand-Airtel which had a phenomenal presence at the 2020 ‘Lockdown’ edition with its cerebral 444 commercial is also back fray. Other brands making a return include Lipton Ice Tea (LIT), WAW detergents, Lush Hair, Munch It (snacks & noodles), Guinness Smooth, Innoson Motors, Tecno, CloseUp Toothpaste, Sunlight Detergent, Johnny Walker and Orijin.

Other brands on board include Oraimo, Storm Body Spray, Hypo, Zaron Cosmetics, Aquafina Table Water, Unik Bar Soap, Nexus Home Appliances, Travelbeta, RevolutionPlus Properties among others.

Since 2006 when the first season of what was then called Big Brother Nigeria was held, corporate sponsors have been scrambling for a piece of the show. This is not surprising as the show has become the Super of Nigeria, nay, Africa. From headline sponsors such as Payporte, Bet9ja, Betway and Pocket by PiggyVest, the show has remained a veritable platform for corporate sponsorship that guarantees ROI like no other, according to brands that have returned to the show season in and out.

For instance in 2020, amid the Covid-19 pandemic, Flutterwave which was a sponsor in the Lockdown season 5 edition reported an increase in monthly transactions from 107 million to 140 million, according to a report on BusinessDay credited to the company. In the report, Yewande Akomolafe-Kalu, Head of Branding and Storytelling for Flutterwave was noted to have revealed that this increase prompted their decision to support the show again the following year. They and other sponsors believe that their partnerships with the reality show will be mutually beneficial.

When Abeg first sponsored BBNaija during its sixth edition in 2021, it reportedly grew its user base from 20,000 to over 1.8 million, amid a 7000 percent increase due to the sponsorship. The huge return on investment was the rationale for the sponsorship of the Season 7 of the reality TV show this year, according to Joshua Chibueze, chief marketing officer, (Pocket) Piggyvest.

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