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Iconic Marketing Campaigns That Stood Out From the Crowd

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PokerStars

While we may not like to admit it, we’re all susceptible to the marketing and advertising efforts of companies. If we weren’t, we wouldn’t own many of the products we do today. 

 

Advertising and marketing executives work hard to create campaigns that are emotive, humorous and memorable, in the hopes that it will encourage us to spend money on their product or service. 

 

These campaigns pay for many of the things we take for granted. TV shows are paid for by the advertisements that run during commercial breaks, public transport is subsidised by the ads on the sides of buses and inside trains, and social media sites wouldn’t be free if they weren’t funded by sponsored posts and ads on the side of the screen. They work too, ads on Facebook are some of the most effective ways to promote a business.

 

The best campaigns are ones that make us laugh or feel emotional, stick in our minds, and get us talking. Here are some of those iconic campaigns. 

 

Apple’s Get a Mac Campaign

 

The Apple we know today is a giant in the tech industry and one of the wealthiest companies in the world. It wasn’t always the case though. In the 1990s, the company was on the brink of collapse after a string of failed products like the Newton. 

 

Steve Jobs’ return to the company changed that, launching the iMac in August 1998 followed by other successful products like the iPod, iPhone and iPad. 

 

By 2006, the company was in a much strong position and was ready to take on its biggest rival, Microsoft. It did this through a series of ads called “Get a Mac” that personified Windows and Mac computers, the former as a boring office worker and the latter as a cool, younger person. 

 

Apple Macbook PokerStars

 

These ads ran until 2010 and were a huge success, helping Apple to increase its Mac sales by almost 40%. 

 

It even spawned a series of parody videos, such as the “iPod vs Zune” and “PS3 vs Wii”. 

 

PokerStars’ I’M IN Campaign

 

People have been playing poker and similar games for hundreds of years, but the internet helped to make it more accessible to millions of more players in the 2000s. The game has a widespread appeal that spans generations, social classes, and geographic borders, meaning you could everyone from retired investment bankers and computer programmers to dancers and teachers. 

 

This was something that PokerStars, one of the world’s biggest online poker platforms, set to celebrate with its I’M IN campaign. The campaign was put together following extensive research among its community of poker players and was designed to demonstrate that the company provides a trusted environment for them to enjoy the game in. PokerStars launched the campaign with a 60 second TV ad, backing it up with a string of shorter ads shown in several key markets and a selection of digital assets used online. 

 

British Heart Foundation’s Hands-Only CPR Campaign

 

In 2010, St John Ambulance warned that as many as 150,000 people could be dying each year because they do not receive first aid quickly enough. It highlighted the alarming fact that almost one-quarter of people said they would “do nothing” if they saw someone struggling, either waiting for an ambulance or hoping someone else knew first aid. 

 

An additional 59% said they would “not feel confident trying to save a life”. 

 

To combat these shocking statistics, the British Heart Foundation ran an advertising campaign in the UK called “Hands-Only CPR”. 

 

Featuring Vinnie Jones, a British footballer and actor known for playing hard-nut criminals in his movies, the ad instructed people on how to perform hands-only CPR. 

 

In the ad Jones says “no kissing…you push hard and fast…to Stayin’ Alive”. Then the Bee Gees song, Stayin’ Alive begins to play while Jones performs chest compressions. 

 

While talking about a serious subject, the British Heart Foundation was able to create a memorable, humorous ad that would stick in the minds of viewers. 

 

It worked because the instructions were simple and the song is one that is almost universally recognised. 

 

Shortly afterwards, the American Heart Association also used the song in its “Keep The Beat” campaign, proving the merits of the song. 

Dipo Olowookere is a journalist based in Nigeria that has passion for reporting business news stories. At his leisure time, he watches football and supports 3SC of Ibadan. Mr Olowookere can be reached via [email protected]

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NAFDAC Declares Bon Bread Safe for Consumption

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Price of Bread

By Modupe Gbadeyanka

The National Agency for Food and Drug Administration and Control (NAFDAC) has declared that Bon Bread, which had created a controversy after a review by a consumer over a month ago, is safe to consume.

In a statement signed on Sunday by the Director General of NAFDAC, Mrs Mojisola Adeyeye, it was stated that investigations conducted on the safety of the product confirmed that it was not harmful.

A woman named Ms Love Dooshima had posted a video on social media last month claiming that one of the breads in her possession remained free from mould for some weeks, questioning this abnormally.

In her video, she did not mention the name of the bread, but Bon Bread claimed she liked comments mentioning its name in the post, triggering a lawsuit.

In the statement on Sunday night, NAFDAC said it conducted an inspection of the company’s bakery facility in Abuja and collected bread samples from both the production site and the open market for laboratory analysis.

It was revealed that the bread contained calcium propionate, an approved preservative commonly used in bread production, within the permissible limits specified by the Codex Alimentarius, the internationally recognised food standards framework.

According to the agency, the manufacturer of Bon Bread, Food & Food Integrated Company Limited, is in compliance with regulatory standards.

It was stated that although the complainant did not identify the brand, the manufacturer of Bon Bread responded publicly, stating that the product in question was theirs and that the allegation was misleading.

“Laboratory analysis further confirmed that the bread samples did not contain objectionable substances, including bromate or non-nutritive sweeteners.

“NAFDAC also confirmed that the company has maintained regulatory compliance since commencing operations in 2006 and has successfully undergone several licence renewals without penalties or product recalls,” parts of the statement read.

NAFDAC assured “the public that Food & Food Integrated Company Limited is not in violation of any NAFDAC regulation,” encouraging consumers “to report concerns relating to regulated products through any NAFDAC office nationwide or call the agency’s call centre to enable prompt and evidence-based investigation of complaints.”

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Tony Elumelu-Backed Redtech Ranks 32nd in FT Africa Fastest Growing Companies List

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Redtech

By Adedapo Adesanya

Redtech, a technology company backed by Heirs Holdings, has been named in the Financial Times (FT) Africa’s Fastest Growing Companies 2026 list.

The Tony Elumelu-backed startup ranked 32nd out of 130 high-growth companies and also secured a position among Africa’s top 15 fastest-growing fintech companies in its debut appearance on the annual FT/Statista ranking.

Produced by the FT in research partnership with Statista, the ranking identifies Africa’s fastest-growing companies based on compound annual growth rate (CAGR) in revenue between 2021 and 2024. Companies also had to meet additional criteria, including minimum revenue thresholds, independence and primarily organic growth. Redtech’s inclusion provides independent validation of its growth as an African payment infrastructure company.

The recognition comes as Redtech’s flagship platform, RedPay, continues to scale across physical and digital payment channels. Through RedPay, the company enables businesses to collect, process, confirm, reconcile, disburse, and manage funds through secure, scalable technology built for African commerce.

Last week, the company announced a rare fintech-bank-telco alliance with MTN’s mobile fintech unit and UBA, to expand cardless payment access for consumers and merchants across Nigeria.

Speaking on the development, Mr Elumelu, the Group Chairman of Heirs Holdings, said, “Africa’s next growth era will be powered by entrepreneurs, enterprises, and the infrastructure that enables them to succeed. Redtech’s recognition among Africa’s fastest-growing companies demonstrates what is possible when we invest in solutions built for Africa’s realities. Through RedPay, Redtech is helping merchants, fintechs, and financial institutions transact with greater speed, security, intelligence, and control. This is Africapitalism in action: building profitable, sustainable businesses that create prosperity across Africa.”

The numbers have also backed up Redtech’s growth. This is visible across four strategic areas, including a boost in transaction as the company processed $27 billion (N37.2 trillion) to date, more than three times the over $8.9 billion (N12 trillion) processed by the end of 2024; it has deployed 55,000 RedPay POS terminals within 16 months across merchant locations in Nigeria, supporting payment acceptance across sectors including hospitality, energy, banking, fintech, retail, utilities, and enterprise services; while its infrastructure supports payments in five UEMOA countries – Benin, Burkina Faso, Côte d’Ivoire, Mali, and Senegal.

Redtech operates with key regulatory approvals, including licences from the Central Bank of Nigeria as a Payment Terminal Service Provider (PTSP), Payment Solution Service Provider (PSSP), and Super Agent, enabling the company to provide POS, payment gateway, and agency banking services. The company also holds relevant Nigerian Communications Commission (NCC) authorisation for communications-enabled value-added services.

As part of its growth roadmap, Redtech is working to expand its payment infrastructure capabilities across African markets, with a long-term ambition to support merchant collections and financial technology services in 29 African countries within the next year.

Adding his input, Mr Emmanuel Ojo, CEO of Redtech, said: “Redtech’s inclusion in the Financial Times Africa’s Fastest-Growing Companies ranking recognises the infrastructure we are building and the African businesses that rely on it every day. At Redtech, growth is not only about transaction value or market reach; it is tied to a belief that when African businesses have payment systems they can trust, they are better placed to trade, serve customers and expand with confidence.

“That is the Heirs Holdings Africapitalism philosophy in practice – private-sector execution building the rails for African prosperity. Our focus is on strengthening the infrastructure that allows businesses across the continent to collect, pay, and grow.”

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FCCPC, NAFDAC to Tackle Unsafe Products, Unfair Market Practices

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nafdac FCCPC

By Adedapo Adesanya

The Federal Competition and Consumer Protection Commission (FCCPC) and the National Agency for Food and Drug Administration and Control (NAFDAC) have signed a Memorandum of Understanding (MoU) aimed at closing regulatory gaps and strengthening enforcement against unsafe products and unfair market practices.

The agreement, signed in Abuja on Wednesday, is expected to deepen collaboration between both agencies in areas such as product safety, consumer protection, and enforcement of standards.

The deal also introduced a structured system for information exchange between both regulators, aimed at eliminating delays that often hinder investigations and enforcement.

Speaking at the event held at the commission’s corporate headquarters, the Executive Vice Chairman of FCCPC, Mr Tunji Bello, said the pact marks a deliberate step towards coordinated regulation in Nigeria’s consumer market.

He said, “This event marks a deliberate step towards strengthening collaboration in the service of Nigerian consumers, particularly in areas where product safety and consumer protection overlap and require coordinated action.

“The mandates of the FCCPC and the National Agency for Food and Drug Administration and Control NAFDAC, are clearly set out in law, although their functions increasingly overlap in practice.”

Mr Bello explained that while both agencies have distinct legal mandates, their responsibilities increasingly intersect in practice, especially in dealing with substandard goods, unsafe pharmaceuticals, and misleading product claims.

According to him, “FCCPC focuses on protecting consumers from unfair, deceptive, or exploitative market behaviour. It also promotes competition, investigates complaints, and enforces remedies where consumer welfare has been undermined. NAFDAC’s responsibilities are more product-specific.

“It regulates the manufacture, importation, distribution, advertisement, and use of food, drugs, cosmetics, medical devices, chemicals, and packaged water. Its central concern is safety and quality, ensuring that regulated products meet required standards both before and after they enter the market.”

Mr Bello acknowledged that their regulatory functions increasingly overlap in practice, particularly in areas affecting both product safety and consumer rights.

He noted that issues such as misleading product claims, substandard goods, unsafe pharmaceuticals, and deceptive advertising often cut across the mandates of both agencies, requiring coordinated intervention.

He further explained that a harmful product in the market is not only a public health concern under NAFDAC’s jurisdiction, but also a consumer protection issue that falls within the enforcement scope of the FCCPC.

Similarly, cases involving false or misleading advertising of regulated products typically demand joint action from both institutions.

Against this backdrop, the agencies said the newly signed MoU provides a structured framework to address these overlaps, enabling more effective collaboration, clearer responsibilities, and improved regulatory outcomes.

The FCCPC boss stated, “In reality, the work of both agencies often converges. Issues such as misleading product claims, substandard goods, unsafe pharmaceuticals, and deceptive advertising raise questions that fall within both product safety and consumer protection. For instance, a harmful product that reaches the market is not only a public health concern under NAFDAC’s remit, but also a consumer protection issue for FCCPC.

“The same applies to false advertising of regulated products, which typically requires input from both bodies. Given this overlap, a formal Memorandum of Understanding provides a practical basis for cooperation. The MoU being executed today, therefore, establishes a clearer and more workable framework for collaboration between the two institutions.”

He added that the new framework would eliminate confusion for consumers and improve response time to complaints.

“Rather than leaving consumers to decide which agency to approach, complaints can now be received and reviewed in one place, and then directed through clearly defined channels. This will make the system more efficient and more responsive,” Mr Bello said.

The FCCPC boss also disclosed that the agreement provides for data sharing, joint investigations, and coordinated enforcement actions, as well as capacity building through training and technical collaboration.

He stressed that the ultimate goal is to build trust in the market.

“Effective regulation is not just about enforcement. It builds confidence. When consumers trust that products are safe and their rights are protected, markets function more efficiently,” he added.

In a stern warning to violators, Mr Bello said the collaboration would strengthen oversight and deter non-compliance.

“This will send shivers down the spine of those who are mischievous in our society, those who try to circumvent the rules. The message is clear: enforcement will be stronger and more coordinated,” he said.

On her part, the Director-General of NAFDAC, Mrs Mojisola Adeyeye, described the agreement as critical to protecting Nigerians from harmful products and ensuring that consumer rights are upheld.

She said the partnership goes beyond documentation and must translate into action.

“This MoU is extremely important for the nation. But beyond the document, what matters is action. We do not need theory when it comes to consumer protection; we need results,” she said.

Mrs Adeyeye recounted instances where FCCPC responded swiftly to complaints she personally raised as a consumer, leading to immediate corrective actions by erring businesses.

“The two times that I complained, he responded almost immediately, and the enterprise made amends. That is the way it is supposed to be. That is the kind of leadership we need,” she said.

She emphasised that while NAFDAC ensures product safety and quality, FCCPC plays a critical role in protecting the rights of consumers who use those products.

“NAFDAC is about the safety and efficacy of products, but it is people who use those products. That is where FCCPC comes in. Consumers have the right to complain, and we must ensure those complaints lead to action,” she added.

The NAFDAC boss further noted that the collaboration would strengthen enforcement tools, including sanctions against violators, while enhancing public awareness through coordinated communication.

She said, “NAFDAC has the mandate to act against violators, FCCPC will fight for the consumer, and together we will ensure that Nigerians are protected. For the people who are watching us. Because this will be televised, just know that you are on our minds.

“In terms of product quality, safety and efficacy. In terms of your rights as a consumer to complain. We are watching your back.”

The MoU is expected to streamline complaint handling, improve regulatory coordination, and ensure faster resolution of consumer issues, while also creating a more predictable compliance environment for businesses.

The move comes at a time when Nigeria is battling the proliferation of substandard products, fake drugs, and deceptive advertising, all of which have continued to undermine consumer confidence and public health.

With both agencies now working under a unified framework, stakeholders say the success of the agreement will depend on sustained implementation and consistent enforcement.

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