Pitch a Brand Strategy for Zobo as a Premium Soft Drink

Zobo is everywhere in Nigeria: sold in sachets at bus stops, served at celebrations, made at home. It is also chronically undervalued. Despite growing global demand for hibiscus-based drinks (particularly in Europe and the US), the Nigerian packaged version remains stuck in the low-price tier, often seen as a cheap alternative to 'real' drinks. Several young Nigerian food brands have begun changing this story. Chivita, Toju Africa, and a handful of Lagos-based beverage startups have shown that local ingredients can carry premium positioning. But most zobo products still compete on price rather than identity. The opportunity is real, and the market is shifting. Your deliverable is a brand strategy document and a set of at least three visual mockups (packaging, a social media post, and one other asset of your choice). The strategy document should cover: target consumer profile with demographics and psychographics, brand positioning and the core narrative, pricing rationale, distribution channel recommendation (supermarkets, online, hospitality, or a combination), and a suggested launch campaign concept. Strong work will not just say 'target young professionals.' It will describe a specific person, what they buy now, why they would switch, and what price point represents the tipping point. The visual mockups should feel coherent with the strategy, not like a separate exercise.