Two of Africa’s biggest brands are uniting for the continent’s biggest reality series, Big Brother Amplified.
M-Net has announced that Coca-Cola has become a headline sponsor for M-Net’s 91-day reality super-series set to launch on DStv on May 1.
According to M-Net Africa managing director Biola Alabi, the relationship between the two companies opens a new chapter for the Big Brother Africa franchise.
“We are thrilled that Coca-Cola, one of the most innovative and iconic companies on the globe, has formed a strategic alliance with M-Net for what is our most dynamic show on the continent. This is a testament to the power of this series and the enduring popularity it enjoys with audiences throughout Africa for its themes of African unity, cultural diversity and fun entertainment,” said Alabi.
She added, “M-Net is confident that with Coca-Cola we can bring to Big Brother fans, whose loyalty to and enthusiasm for the series is the driving force behind its success, a fantastic fresh new season of Big Brother.”
Coca-Cola Nigeria marketing director Austin Ufomba said: “Coca-Cola is delighted to partner with M-Net to refresh and amplify Big Brother Africa, the hugely popular reality TV show that has become a unifying entertainment platform for the continent’s youth.”
He further explained Coca-Cola’s rationale for the partnership.
“This partnership advances our objective to connect to our consumers’ passion points. It also presents us with a valued opportunity to help dial up integrative cross-cultural conversations among the youth of this very diverse continent,” said Ufomba.
The Coca-Cola brand has consistently promoted friendship, optimism and happiness, all of which are values that Big Brother Africa equally espouses.
“The partnership with M-Net will give the viewers a more intense experience of ‘Open Happiness’ during the 91 days of this new season of Big Brother. Our flagship brand will be supported in this task by Eva, our premium bottled water; Cappy, our fruit juice brand and Sprite, our edgy lifestyle brand,” added Ufomba.
Significantly, Big Brother Amplified will begin airing in May 2011 when Coca-Cola will also celebrate its 125th Anniversary.