Brand Gist
How Bature Brewery Is Betting on Nigeria’s $7B Beer Market
Nigeria’s beer market is worth $7 billion annually, dominated for decades by the big three — Nigerian Breweries (Heineken), Guinness (Diageo), and International Breweries (AB…
Author: CHOICE ARUKWE
Brand Gist
Why This Year’s Nigerian Marketing Awards Just Added “Best Spice Brand” to the Category List
Let’s set the table… Awards in Nigeria have always told us more than the trophies. They’re mirrors — showing us where culture, consumer demand, and…
Campaign Breakdown
Real Estate Ads in Nigeria Have the Worst CTR—Here’s the Data to Prove It
Let’s call it what it is — most Nigerian real estate ads suck. They’re noisy. They’re unconvincing. And the data backs it up. CTRs That…
The Culture Deck
From Henny to Martell: The Brand Marketing Play That Flipped Nigeria’s Cognac Market
For years, if you ordered cognac in a Nigerian club, the waiter didn’t ask which one. He already knew.It was Hennessy. The bottle, the ritual,…
Brand Blunders & Marketing Misfires
Your Order is Processing: The Nigerian E-commerce UX Nightmare That’s Killing Repeat Sales
You’ve seen it. You click “Buy Now” on that nice air fryer.You select your address. You choose payment.Then boom — a ghostly page loads: “Your…
Trend Reports & Data
Most of Your Influencer Budget is Wasted — Here’s the Performance Data Nobody Talks About
We need to talk. Every other week, a brand in Nigeria is throwing money at influencers like confetti: “Let’s book 7 mid-tier creators and 1…
Brand Blunders & Marketing Misfires
We Regret to Inform You: The Problem with Nigerian Crisis Statements
If you’ve been online in Nigeria for longer than 10 minutes, you’ve seen it: “We regret to inform you that the incident currently circulating does…
Brand Blunders & Marketing Misfires
How Skit Makers Are Ruining Brand Perception
In the beginning, skit makers saved us.They were the antidote to boring TV ads.They gave us comedy, culture, and content that didn’t feel like ads…
Campaign Breakdown
Sonia Tomato Paste Is Quietly Winning the YouTube Ad War
If you’ve tried to watch a recipe on YouTube lately without hearing “I’m in love!” screamed in your ear, you’ve already met Sonia Tomato Paste…
Brand Gist
Prompt-and-Pray: Inside Nigeria’s New Era of Lazy Copywriting
Let’s be honest: something strange is happening in Nigerian marketing departments and agencies. You’ve seen it: An ad copy that feels like it was dragged…