Through the Razzl City Tour, a multi-city experiential campaign aimed at celebrating the distinctiveness of people, communities, and cultures throughout Nigeria, Ultimum Limited’s Razzl carbonated soft drink brand has displayed another symbolic representation of its Razzl Your World philosophy.
Razzl Your World is the brand’s invitation to customers to show up unashamedly as themselves. It is based on the idea that everyone should have the confidence to live truly, express themselves fearlessly, and embrace what makes them unique. As an extension of that message, the Razzl City Tour was developed, bringing the brand straight to markets, campuses, and local communities where self-expression, culture, and identity come to life.
To engage customers nationwide, the multi-city campaign blended internet involvement, radio talks, influencer engagement, and on-the-ground activations. What started off as exchanges between users and producers on Instagram and TikTok developed into more extensive discussions on X, where thousands of people discussed their cities’ distinct identities, cultures, and energies. In many respects, the discussion turned into a celebration of the various ways that Nigerian communities choose to express themselves and, in the end, Razzl Their World.
Elizabeth Adesina, Senior Digital and Media Manager at Ultimum Limited, spoke about the campaign and stated that it was intended to highlight uniqueness while creating deep connections amongst customers in various geographical areas.
People are encouraged to be the most genuine versions of themselves by the brand Razzl. We understand that a person’s identity is anchored in their place of origin and that this is important to us. We therefore made the conscious decision to be present where our customers are already, at local markets and schools, where they organically connect and form communities. We are inviting everyone to “Razzle their world on their own term in their own way,” she stated, using our Cola, Orange, and Lemon flavors as the backdrop.
Activations in various cities’ major markets and postsecondary institutions were part of the tour. Consumers in Lagos took part in events at Ojuwoye Market, Igando Market, and Lagos State University (LASU), while engagements took place at Bodija Market and the University of Ibadan in Ibadan.
While customers in Port Harcourt interacted with the brand at Mile 3 Market and Ignatius Ajuru University, the campaign visited Eke Awka Market and Nnamdi Azikiwe University (UNIZIK) in Awka. Along with communities in Enugu, Benin, Owerri, and Abakaliki, the group also visited Nyong Essien Market, the University of Uyo, Cemetery Market, and Abia Polytechnic in Aba.
In order to promote involvement and honor the unique qualities of their communities, participants took part in games, music sessions, interactive challenges, and experiential activities at various sites. Additionally, the campaign sparked discussions on local radio stations, where listeners offered insights and anecdotes about the cities they are pleased to call home. The firm claims that the Razzl City Tour is a reflection of the increasing significance of experiential engagement in creating deep connections with customers. The campaign showed that there is no one way to RazzlYour World by giving Nigerians the chance to celebrate their identities, highlight the unique qualities of their towns, and connect via common experiences. Authenticity is always at the center of the experience, whether it is in a community, on college, or in a market.
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