The Danger In Stephen Keshi’s Peak Milk Advert, By Pas Chikero

The world is counting down to the biggest football festival in human history; the FIFA World Cup, which will be going down in Pele’s home country, Brazil.

Several Nigerians all over the world have been buying tickets as they get ready to actualize their Brazilian dream! Mind you, I didn’t say “Brazilian hair”.  The fact is, the frenzy is high now because our own Super Eagles will be flying the green white green flag at the competition.

Without much ado, let me get right with the pomo in this piece.

Before now, Kanu Nwankwo used to be the face of Peak Milk in Nigeria. That was while Super Eagles were nicknamed Super Chickens but immediately ‘Big Boss’ Stephen Keshi and his team took over, the crippled wings of the Eagles regained life and took its throne in the African sky.

Just like the foaming of combined urination, we could see the effect of the contribution of every member of the team. But this also meant the end of an era; the era when Kanu Nwankwo ruled as the best face from the past who could endorse brands.

After Stephen Keshi’s team won the Nations Cup, the crown of the King of Nigerian football automatically mounted on his head. This also meant that he became the face of Nigerian football. Keshi is rated the 27th best national coach in the world and fifth best in Africa. He is also the 2013 Glo-CAF Coach of the Year. He is the second individual to win the AFCON as a player and a coach.

His new status inspired WAMCO Nigeria Plc, makers of Peak Milk to drop Kanu Nwankwo as their Ambassador and enjoy the Midas effect a Stephen Keshi could offer.

Now, let’s talk about the “It’s In You” Peak Milk campaign that rules the airwaves at the moment.

In a country where only star footballers have been used to drive commercial brands, it’s testament to the success of the coach, Keshi, that he is now seen as a friendly face to headline campaigns as big as this.

The 52-year-old is now seen in a new television commercial (TVC) coaching a young football team and endorsing the Peak Milk brand. His face also beams down on Lagos traffic in key spots around the metropolis where he is seen holding a can of milk with the payoff “It’s In You”. It might also interest you to know that Peak Milk will present a man-of-the-match award at the end of every game played by the Super Eagles worth $5000.

The selection of coach Stephen Keshi as the new face of Peak Milk is great but there is a huge danger in the content of the advert copy. The danger of Keshi’s advert for Peak Milk is, if Super Eagles fail at the June 12 FIFA World Cup tourney, it will mean Peak Milk is not good enough to make them world class players as claimed in the advert! I Hope they thought about this before approving the copy because the advert makes the listener feel Peak Milk has sufficient nutrients/abilities to power the super being in you to do the extra ordinary so if they fail, that means it is a lie, total crap!

Whoever wrote the copy of the ad should just go and meet T.B Joshua to pray for the Super Eagles to get to the final or else we are coming after Peak Milk for lying to us!

Let’s watch and see if Keshi’s boys who he says take peak milk will make us proud like Papilo claimed!

By Paschal Oge Chikero.