Guinness Nigeria, through its Smirnoff Ice brand, has intensified its push into the country’s competitive ready-to-drink (RTD) segment with a three-city youth-focused campaign, dubbed ‘Chilltopia’, and designed to strengthen market share and consumer loyalty.
The campaign, held in commemoration of International Youth Day (IYD) ran across Lagos, Abuja, and Port Harcourt, featuring music, games, and product sampling.
The campaign is considered timely considering competitors’ eyes on youth population which accounts for more than 60 per cent of the country’s 223 million people.