By Ororo Pattaya
The Three Orange Men – the most outstanding disruption idea in Nigeria. In the mid 90s, around 1995, PepsiCo launched the Three Orange Men campaign, using experiential tactics to create a huge shock in the market. The Three Orange Men were unleashed on the streets of Lagos and appeared at different places at different times.
They were called aliens. People ran when they saw them and the churches preached that the end has come. Fear gripped the people and they saved up against the unexpected, while some prepared for rapture. At last! It was revealed that it was a product relaunch – Relaunch of Mirinda, an orange drink from the stable of PepsiCo. It was a marketing gimmick that held Naija spellbound.
The entire Marketing Communications landscape shook to the base and the orange drink market witnessed a major change. Mirinda became a major contender in the market and reigned supreme in the minds of the consumers at that time.
Wouldn’t you like to disrupt with your brand?
Ororo Pattaya is the MD of Kurioucity Ltd, a creative agency.
