THE IMPLICATION OF NEW MEDIA ON THE ADVERTISING OF SOME REBRANDED AND REPACKAGED NIGERIAN INDIGENOUS PRODUCTS

Abstract

Many Nigerian indigenous delicacies such as Kulikuli, Ukwa, Ugba and Abacha, though very tasty and nutritious are glaringly missing on the shelves of many big stores within and outside the country because of poor branding and packaging, as well as wrong use of proper Advertising medium. In view of this, the focus of this study is to investigate how new media, such as digital and social media platforms shape the global visibility and market acceptability of these delicacies when they are properly rebranded and repackaged. The ability of a product, service or organization to gain global visibility in a competitive market largely depends on its branding, packaging and coordinated publicity campaigns. The study employed both primary (oral) and secondary (written) sources of data. The study reveals that New Media, as an Advertising medium, offers unprecedented opportunities for cultural storytelling, community engagement and global reach, which is definitely of great advantage to these branded indigenous delicacies. It is recommended that keen attention should be paid to the adaptation of New Media in advertising our indigenous products so that they will be more acceptable in both local and global markets.