Broadcasting
Coca-Cola Nigeria Launches New campaign Dubbed “Open Like Never Before”
Coca-Cola Nigeria has launched a new campaign dubbed, “Open Like Never Before”, its first since Covid-19 changed the world in so many ways.
Coca-Cola in Nigeria temporarily suspended all planned marketing activity in April, redirecting resources towards communities and supporting its most affected retail partners.
Alongside its bottling partners and The Coca-Cola Foundation, the company pledged to donate more than $100m globally to organisations leading local relief efforts.
In Nigeria, it has provided a grant to the International Federation of Red Cross and Red Crescent Societies (IFRC) to help curb the spread of COVID-19 across Nigeria.
This partnership with the IFRC impacts 1.3 million people in Nigeria and other countries in the region.
Now, Coca-Cola is returning to air in Nigeria with a new campaign – “Open Like Never Before” which marks a time of cultural and social change.
It begins with a manifesto written specifically for Coca-Cola by award-winning spoken word artist, George The Poet.
That manifesto is founded in the promise of new possibilities discovered through lockdown and calls on us all to be “Open, Like Never Before” and to appreciate all that we have around us.
The words of George encourage us to be “open to change”, to appreciate things from a new perspective and to find opportunities in this ‘new normal’.
Speaking on the thought process behind the campaign, Monali Shah, Integrated Marketing Communications Director for Coca-Cola West Africa, said: “Open Like Never Before is founded in the belief that we do not have to go ‘back’ to normal.
“Instead, we can all move forward and make the world not just different, but better.
“It supports and celebrates our retail partners too, including local hotels, cafes and restaurants, many of whom will be reopening their doors to communities after a very challenging time for the industry, but who have always been at the heart of our social fabric.”
As part of this campaign, Coca-Cola is also running a #BuyNearby initiative in support of local stores, in appreciation of their role in easing the pressures of lockdown by staying open with everyday essentials
Also, through the ad generator platform, Coca-Cola will help these small businesses develop ads on digital to promote their restaurant, bar, or shop, using the creative message of the Open Like Never Before campaign.
Open Like Never Before is, therefore, more than a campaign. It is a manifestation of Coca-Cola’s belief that we can all emerge stronger.
It is an extension of the brand’s purpose of uplifting people to unite and bridge divides across communities and societies.
Competition and Consumer Protection Tribunal (CCPT) in Abuja has dismissed a class action suit filed by one Uche Diala and 961 other DStv and GOtv subscribers against MultiChoice Nigeria and the Federal Competition and Consumer Protection Commission (FCCPC), citing lack of jurisdiction.
The suit challenged MultiChoice’s subscription price increases in November 2023 and May 2024, which the claimants described as arbitrary, exploitative, and unfair.
Diala and others sought to reverse the hikes and compel the company to adopt a more flexible billing model, such as a pay-as-you-view system used in other countries like South Africa.
They also accused MultiChoice of price discrimination against Nigerian consumers.
MultiChoice, through its counsel, raised a preliminary objection, arguing that pricing decisions do not fall within the tribunal’s remit and that the suit was improperly filed as a class action without first seeking the tribunal’s leave.
In its ruling on Thursday, the tribunal’s three-member panel led by Justice Thomas Okosun held that the core issues raised, which were pricing and tariff regulation, fall under the exclusive purview of the executive branch, particularly the President, as stipulated under the Price Control Act.
“The issue of price regulation is a matter that falls within the exclusive purview of the President of the Federal Republic of Nigeria,” Okosun stated.
While the tribunal acknowledged it holds both original and appellate jurisdiction under the FCCPC Act, it emphasized that such authority does not cover general price control unless abuse of market dominance is established—a point the claimants failed to prove.
On the procedural matter of filing a class action without prior approval, the tribunal noted that although it is ideal to obtain leave, failure to do so was not fatal in this instance since the claimants demonstrated a shared grievance and common interest.
Nonetheless, the tribunal upheld MultiChoice’s objection, ruling that it lacked jurisdiction to adjudicate the matter.
“The preliminary objection of the first defendant succeeds,” the panel held. “This suit is accordingly struck out for want of jurisdiction.”
This ruling follows a similar outcome on May 8, when a Federal High Court in Abuja upheld MultiChoice’s price increases after the company sued the FCCPC.
In that judgment, Justice James Omotoso declared that the FCCPC lacked the authority to fix or suspend subscription rates.
MultiChoice Nigeria has slashed the price of its DStv decoder from N20,000 to N10,000, representing a 50 percent drop, in a aim at attracting attract more customers and curb declining subscriptions.
The campaign, titled “We’ve Got You,” was launched on June 16 and will continue until July 31.
Also, as part of its efforts to ease economic pressure on households and improve access to digital TV services, the campaign offers a free upgrade for both active and returning customers.
Speaking on the campaign, John Ugbe, chief executive officer (CEO) of MultiChoice Nigeria, said the initiative reflects the company’s commitment to rewarding loyalty and enhancing daily viewing experiences.
“We want to ensure our customers feel appreciated and have access to the best entertainment every day,” Ugbe said.
“The ‘We’veGot You’ campaign is about making premium content more accessible and showing that DStv offers something for everyone, not just football fans.
“By repositioning itself as a platform for daily value, DStv aims to encourage content discovery across a wider array of genres, including movies, drama, kids’ programming, and news.
“This means more channels, more shows, and more reasons to tune in every day.”
The development comes amid MultiChoice Nigeria’s legal battle with the Federal Competition and Consumer Protection Commission (FCCPC) over price hike.
Federal Competition and Consumer Protection Commission (FCCPC) will, on Oct. 7, arraigned the Chief Executive Officer (CEO) of Qatar Airways, Mr Temi Birdzell, alongside the company and its top officers, over allegations bordering on breach of FCCPC Act, 2018.
The defendants will be arraigned before Justice James Omotosho of the Federal High Court in Abuja.
Others to be arraigned with Birdzell are Stella Ihediwa, the Account Manager of the airline; Kennedy Chirchir, the Country Manager and Eva Ojeje, who is the Sales Manager of the company.
Although the arraignment was scheduled for Tuesday, the matter could not proceed.
Upon resumed hearing, none of the defendants was in court.
When the matter was called on Tuesday, none of the defendants was in court due to improper service of the court documents, including the hearing notice, on them.
FCCPC.’s lawyer, Chizenum Nsitem, told the court of their inability to serve four of the defendants, although the company was served.
Nsitem then sought an adjournment to enable them do the needful and the judge adjourned the matter until Oct. 7 for the defendants to take their plea.
The News Agency of Nigeria (NAN) reports that the commission, in the charge marked: FHC/ABJ/CR/200/2025, dragged Qatar Airways, Birdzell, Ihediwa, Chirchir and Ojeje to court as 1st to 5th defendants respectively.
FCCPC, in the application dated May 26 but filed May 27, had preferred a two-count charge against the defendants.
The defendants were alleged to have failed to appear before FCCPC in compliance with a lawful summons of the commission dated Sept. 6, 2024, and thereby committed an offence contrary to and punishable under Section 33 (3) of the Federal Competition and Consumer Protection (FCCPC) Act, 2018.
They were also accused to have on Sept. 18, 2024, intentionally withheld the production of documents in compliance wth a lawful summons of the commission, thereby committed an offence contrary to and punishable under Section 111 of FCCP Act, 2018.
In count three, they were alleged to have on Sept. 18, 2024, engaged in the contravention of the consumer rights, thereby committed an offence contrary to Section 124(1) and punishable under Section 155 of the same Act.
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