Hot SourceOmolabake Fasogbon
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.
IYD 2025, themed, ‘Youth Civic Engagement’ stressed youth participation in economic and social life to achieve sustainable development.
Speaking, Category Lead, Ready to Serve at Guinness Nigeria, Oluwanponmile Alabi, stated that the initiative was designed to create an environment where young consumers could memorably connect with the brand.
“It’s about embedding Smirnoff Ice into moments that matter to them. The International Youth Day is about recognising the creativity, unity, and energy of young people. With Chilltopia, we want to create a space where youth can fully own their vibe, connect with each other, and make lasting memories. Each city brought its unique flavour, but the sense of togetherness was the same,” Alabi stated.
The Lagos edition of the campaign saw guests sample the brand’s three key variants, while engaging in games and music performances. Similar activities were replicated in Abuja and Port Harcourt, where live acts attracted large youth crowds.
The Nigerian alcoholic beverages market, valued at over $5 billion according to Euromonitor International, is projected to grow on the back of demographic shifts and changing consumption patterns among young adults.
However, competition in the RTD segment is heating up, with both local and international brands increasing event-led marketing to capture consumer loyalty.
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