In Q4 2024, Suntory achieved peak sales, leading to surplus stock levels that extended into early 2025. To manage this, Suntory launched the “Buy and Display” (BDW) Campaign on February 24, 2025, targeting 14 key markets across Lagos and Northern Nigeria.

The campaign had a dual purpose:

• Inventory Management: Encourage stock rotation by driving Ribena Strawberry sales.
• Market Impact: Increase visibility and competitiveness of Ribena Strawberry compared to Ribena Blackcurrant and Lucozade Boost.

Execution Strategy:

The BDW model encouraged retailers to purchase and display Ribena Strawberry alongside Lucozade and Ribena Blackcurrant, with the primary emphasis on Ribena Strawberry and the consistency with which retailers replenished it once sold, ensuring it remained prominently visible in their outlets.

Incentives Offered:

• Instant Reward: Each participating retailer received a pack of 450ml Ribena Strawberry.
• Grand Prize: Retailers who sustained visibility and performance stood a chance to win Air Fryers.

KPI Achievements

• 420 retailers recruited across Lagos & the North.
• 93% recruitment rate, demonstrating strong acceptance.
• Ribena Strawberry visibility increased significantly at retail level.

Impact

The campaign transformed a stock surplus into an opportunity for retail engagement, brand visibility, and category competitiveness, while also strengthening trade partner loyalty.

The “Buy and Display” campaign turned what could have been a surplus stock challenge into a growth opportunity. With 420 retailers recruited and a 93% success rate, Suntory deepened trade relationships, enhanced retail visibility, and strengthened Ribena Strawberry’s market position across Lagos and Northern Nigeria.

This high-efficiency campaign was executed by Brandlife Nigeria, Suntory’s go-to experiential agency, with a focus on on-ground trade activation, retailer engagement, and incentive delivery. The team ensured seamless logistics, clear POS communication, and sustained retailer motivation through structured rewards.

With additional activation capability across East Africa via Brandlife Kenya, Brandlife continues to help FMCG brands scale their commercial activities and trade programs regionally—turning execution into competitive advantage.