The highly anticipated TV reality show, Big Brother Naija (BBN) has made a grand return for its ninth season. Aptly titled “No Loose Guard,” this year’s edition promises viewers an unprecedented three months of entertainment, drama, and fierce competition, with a unique twist that’s set to captivate audiences across Africa and beyond.
In a bold move, the show’s producers have assembled a cast of 28 housemates, including three sets of twins and eleven pairs, adding a new layer of complexity to the social dynamics within the Big Brother house, as contestants navigate alliances, rivalries, and the ever-present possibility of betrayal. Indeed, housemates’ intense emotional drama, intricate scheming, and the formation of complex triangles and “situationships” that blur the lines between strategy and genuine connection.
But as contestants battle for the votes of viewers, brands participating in this show – cutting across segments and categories- will also be battling it out for their hearts and a share of their wallets. They are already delivering their own form of premium entertainment through commercials, specially curated tasks and different activations within and outside the Big Brother Mansion.
Leading the charge of sponsors for this season is Guinness, reprising its role as the gold sponsor for the second time. The brand’s “#Black shines brightest” tagline is sure to become a familiar sight for viewers, as Guinness will maintain a strong presence throughout the show’s run. Particularly noteworthy are the Friday Jacuzzi parties, arena games, and the wildly popular Saturday night parties where the brand’s visibility is expected to reach its peak.
Returning to the Big Brother Naija stage like it never left is cola giant, Pepsi Naija. Pepsi Naija returned with a star-studded TV commercial that features the talents of acclaimed actor Timi Dakore, comedy sensation and AMVCA winner Layi Wasabi, and former BBN housemate Kim Opra. Known for its history of “breaking the internet” with show-stopping Sunday performances and engaging brand tasks, Pepsi is will definitely do what it does best: raise the bar in viewer experience while strengthening its brand presence.
Disruptive energy drink brand, Supa Komando is injecting its signature vitality into the show once again, this time with a fresh campaign that showcases two-time housemate Neo Akpofure, alongside energy gad Do2tun and former contestants Saskay and Erica. The brand’s new commercial reinforces its “Fire On!” slogan, encouraging Nigerians to achieve their goals while it is supporting them. As expected, the brand promises to bring high energy both inside and outside the Big Brother house.
‘Your Padi of Life’ and water brand, Aquafina returns to the show with the refreshment it is bringing to the house while creating the emotional ‘padi’ moments it has been known to bring over the past editions of the reality TV show. Alongside Aquafina, the orange-flavored CSD brand Mirinda maintains its presence, adding a zesty twist to the beverage options in the house.
Cashing on its growing brand love, visibility and drive, Golden penny brands – Semovita and Garri have made their debut on the show. Golden Penny Semovita will be bringing with it a sixty-year heritage of providing Nigerians with tasty, delicious and nutritious swallow to the show.
Dairy giant Arla Foods returns with its Dano product line, ensuring housemates have access to premium dairy options throughout their stay, while reinforcing its presence to nutrition and its relevance to the everyday lives of Nigerian consumers.
The Tolaram Group makes a strong showing this season, with premium toothpaste brand Colgate and cooking oil brand Power Oil joining the sponsor lineup. Same goes for its noodles brand, Indomie, returning with its iconic “Mama Do Good” commercial which now features an older cast in a TVC that tugs at viewers’ heartstrings. Strong, emotive, nostalgic are words that describe this TVC. Snack brand Munch-It reprises its role as the unofficial snack of the Big Brother house with the promise to fuel late-night conversations and strategy sessions among the housemates.
Telecommunications giant Airtel Nigeria returns to the BBN stage, bringing with it the innovative digital bank brand, Smartcash by Airtel. From the stables of those that gave us the iconic ‘444’ TVC in 2020, this dual presence allows Airtel to showcase both its core services and its expansion into fintech, appealing to a tech-savvy audience.
Home appliance brand Nexus also stages a comeback, likely to feature prominently in tasks that showcase the importance of modern conveniences in daily life. Zaron Cosmetics is another brand that has staged a return to BBN. Joining them in the beauty and personal care category are Rexona, Premier-Cool, X7 White Glow, and Ashluxe, each bringing their unique product offerings to the forefront.
Home care brands Morning Fresh and Viva detergent are also back, same with pharmaceutical brand Amatem returns with its enduring TVC featuring Tuface Idibia and Chief Zebudaya. Mobile phone brand Tecno, hair extension brand Lush Hair, travel company Travel Beta, automobile manufacturer Innoson Motors, Showmax and beverage brand Smirnoff all make their returns, as well.
Mattress and bedding company Mouka makes its BBN debut, promising to bring its “Good Sleep, Better Life” philosophy to the show through specially crafted tasks and events. New entrants to the sponsorship roster also include betting platform Bang Bet, Tiger Tomato Stew Mix and Mayonnaise, Checkers Custard, media company Bella Naija, and Old English Bakery.
The presence of brands on the Big Brother Naija reality show is not unrelated to the fact that it has evolved far beyond a reality TV show. It has become a marketing and social media phenomenon that rivals major sporting events in terms of audience engagement and brand visibility. The show’s impact is vividly illustrated by data from the 2020 “Lockdown” edition, which generated over 55 billion media impressions and saw more than 20 million mentions of “BBNaija” on Twitter alone, according to ID Africa.
This unprecedented level of engagement has over the years offered participating brands a golden opportunity to connect with consumers in a deeply immersive and interactive way. From carefully crafted product placements to sponsored tasks that challenge housemates’ creativity and skills, brands have a myriad of touchpoints to showcase their offerings and values to a captive audience.
As the excitement builds for the ninth season of Big Brother Naija, dubbed “No Loose Guard,” your trusted source for marketing insights, Brand Communicator, is gearing up to provide you with exclusive, real-time updates on the performance of participating brands throughout the show’s duration.
Our team of expert analysts will be closely monitoring every aspect of brand engagement, from cleverly integrated product placements to the execution of sponsored tasks and the audience’s reactions to brand-centric moments. We’ll be tracking social media buzz, analyzing viewer sentiment, and measuring the impact of each brand’s strategy as the drama unfolds in the Big Brother house.