BusinessDay

Peak, Coca-Cola, Zenith, amongst corporates that lit up the season

What would Christmas be like without the lights, the gifts and the hearty cheers from beneficiaries of the sumptuous giveaways? That wouldn’t be Christmas, surely. That wouldn’t be end of year. Which is why in most parts of the world, a huge effort is put into ensuring that as much as possible, no one is left behind at Christmas time.

This year, as in other years in the immediate past, lots of Nigerians had enough reasons to complain and gripe about the state of their finances. The economic recession is not over although statistics from the Federal Government claim otherwise. For most Nigerians, it’s been a long winding road to nowhere. Scorched earth. Drought. All the scary words that bring to mind images of futility and an abiding sense of standstill.

As usual, though, there was optimism aplenty. Nigerians don’t lack that at all. Things were going to get better, things were always going to get better. But before they knew it, it was December, and things were worse than ever.

Worse yet is that many fared worse this year than they’d done in previous years. And this, despite the effort they put in to change what’s become somewhat of a trend; something their religious sensibilities would not have them describe it that way.

But life goes on. And many still traveled for the yuletide, to visit with folks and family in the villages and towns in other parts of the country. A change of scene is always a good idea. It was also time for weddings and introductions and those other things reserved for when there’s enough human traffic and a sizeable swell of witnesses and well-wishers.

Good thing is that even though things were parlous on a personal level for many, Nigerian corporates stepped in to give folks good reasons to cheer.

Zenith Bank “Let There Be Light!”
First up was Zenith Bank which lit up Ajose Adeogun Street on Victoria Island Lagos. This being the 14th edition of what has become a highly anticipated Light-Up ceremony, Ebenezer Onyeagwu, Zenith Bank MD was quick to chime in that “Ajose Adeogun Street has come to be recognized by not only Lagosians, but Nigerians in general as an iconic place and tourist attraction because of the beautiful decorations adorning its length and breadth during the yuletide season. In fact, people from all walks of life visit with their friends and families to take pictures of this wonderful spectacle, especially at night and enjoy the ambience of the street and season.”
“Let there be Light!” was the theme for 2019. And so it indeed was, with lots of people dropping by to bask in the light and take photographs against the luminous background. And as one would expect, some resourceful vendors, (some of them of the mobile/guerilla variety) were quick to set up stands to cater to the different tongues and stomachs that thronged the street.

Coca-Cola #BeSanta 
Next up was Coca Cola Nigeria and its #BeSanta Campaign that was designed entirely to advocate the spirit of sharing and caring at Christmas. Happy holiday makers in Ibadan, Lagos, Enugu and Abuja were delighted to bump into the #BeSanta Train, an easily recognizable caravan with iconic twinkling Coca-Cola Christmas trucks and a fleet of Santa-like outriders. And though they weren’t expecting it, they had a great time sharing exciting goodies – including complementary beverages.
#BeSanta was a holiday tour of selected towns and cities across the country with specific stops in 4 major cities with one mission: To

Bring to Life the Message of Christmas – Sharing and Caring.
While flagging off the campaign, Gbolahan Sanni, Franchise Marketing Manager, Coca-Cola Nigeria, said what we all know about Christmas: It’s all about sharing special moments with family, friends and loved ones and nothing defines Coca-Cola better than the festive spirit and cheer!” For which he reason he said “We are therefore thrilled by our #BeSanta campaign and we hope to get as many people to share some smiles and show some love to those around them this season!” Yesss!

Gbolahan added that although #BeSanta Campaign was expected to run out on Christmas day, “We encourage everyone to #BeSanta to someone else this season. This is the best way to make a difference this Christmas.” Very true, that! Coke cannot be Santa to everybody so everyone ought to reach another one with the gifts and good cheer that Santa traditionally dispenses.

Peak Milk’s 12 Days of Peakmas
And then there was Peak Milk with its “12 Days of Peakmas” campaign. Don’t you just trust these marketing folks to come up with these creative coinages? The company described the essence of the campaign as “exemplifying love and kindness to everyone, everywhere”. And the campaign began with asking the public to nominate unsung heroes, who through their selfless and often unrewarded service make our societies a better place.

The Peak train, joined by celebrities like Ayo Makun, popularly known as “AY”, Nollywood Actress, Eniola Badmus and Actor, Williams Uchemba, visited these “Peakmas Heroes” in a surprise of carols, praise and rewards for their selfless acts, enabling the common man reach for their peak. The campaign also took to open markets and superstores to reward customers with shopping vouchers, cash and lots of exciting gifts.

One of the unsung heroes nominated and celebrated during the campaign was Segun Awosanya popularly known on Twitter as “Segalink”. His effective advocacies are renowned for spurring the social needs of the common man and on several counts, have brought about the needed succour required for upping the standard living.

Another Hero, Sergeant Solomon Dauda (popularly known as “Emergency”), a traffic warden stationed at the NNPC junction in Garki, Abuja, is widely appreciated for the energy and entertainment he has brought to passers-by in 13 diligent years on the role.
According to Grace Onwubuemeli, Marketing Manager for Peak, Peakmas is Peak Milk’s rendition of the spirit of Christmas. The campaign emanates from the purpose of the Peak brand, which enjoins all Nigerians to “reach for their Peak”.
For the period of the campaign, Peak visited various cities including Lagos, Abuja, and Port- Harcourt; thanking lots of consumers and shoppers for being there throughout the year.

For Onwubuemeli, “It was rewarding to watch the smiles on the faces of our Peakmas Heroes as they received their gifts, and we look forward to creating more avenues for celebrating Nigerians doing exceptional work. The gratitude and emotion from giving to everyday people like our unsung heroes and consumers, is nothing short of the happiness the season brings”.

CSI will do an encore before the end of January to highlight the efforts of other corporates towards making the yuletide the sweet success it turned out to be. Here’s to many more Christmases on God’s good earth. HAPPY NEW YEAR!

Get real time updates directly on you device, subscribe now.