As the festive season reaches its peak, a leading soft drink brand is doubling down on its influence within Nigeria's vibrant entertainment and youth culture scene. Pepsi, through the Seven Up Bottling Company, has reaffirmed its long-standing commitment to music, live events, and creative platforms, solidifying its reputation as a cultural cornerstone.
The 'Baba for the Streetz' Legacy
According to the company, this renewed focus strengthens the identity that has earned it the popular title 'Baba for the Streetz.' The brand emphasizes that this connection with young Nigerians remains central to its mission. Yewande Ade-Alao, Marketing Manager for Seven Up Bottling Company, explained the strategy.
"Pepsi has been one of the most prominent champions of Afrobeats, recognising its power as a global voice for African culture," Ade-Alao stated. She noted that the goal has always been to win the hearts and minds of consumers by being deeply embedded in spaces where culture is both created and celebrated.
"Our commitment to music, culture and delivering value is what has kept us closely aligned with consumers year after year. This December, we are building on that legacy by supporting the platforms and moments that matter most to our consumers," she added.
Pioneering Nigeria's Detty December Culture
The firm's cultural influence is not a recent development but is rooted in years of consistent engagement. Pepsi has powered some of the nation's biggest Afrobeat concerts, festivals, and nightlife experiences. It has also played a key role in championing emerging sounds that shape modern music trends.
The brand recalls being the first to sign DJ ambassadors, a move that boosted its credibility and cemented its position at the heart of Nigeria's pop culture movement. This pioneering spirit extends to the now-iconic Detty December celebrations.
"Over the years, Pepsi has played a pioneering role in shaping the Detty December culture, establishing the back-to-back concerts, raves, block parties and city-wide festivities that have now become a hallmark of Nigeria’s end-of-year celebrations," the company stated.
Major Touchpoints for the 2025 Festive Season
This December, the brand's presence is already being felt across a series of major events. Its impact has been noted at venues and festivals including Obi’s House, Detty Dec Fest by Livespot, Element House, Mainland Block Party, Chunes Day Africa, and Motherland.
The momentum is set to continue as Pepsi prepares to feature prominently at several high-profile upcoming events. The lineup includes:
- The Wizkid G.O.A.T Experience with Futurefest
- Eko Groove
- Island Block Party
- Elite Fest
According to the firm, these touchpoints define the December experience for young Nigerians. They offer a mix of live performances and interactive digital moments designed to keep fans engaged and connected throughout the festive period.
A Lasting Connection with Youth and Urban Communities
Pepsi's strategy revolves around building meaningful connections through high-energy concerts, festival takeovers, grassroots block parties, and creator-led cultural expressions. This approach targets youth and urban communities nationwide.
The brand continues to affirm its position as both the 'Baba for the Streetz' and a pioneer of the Detty December movement. It commits to staying deeply connected to consumers across Nigeria by delivering value, remaining true to youth culture, and providing experiences that blend entertainment, community, and the signature refreshment it is known for.
