Broda Shaggi as Mr Robb

Robb has been a household brand in the pain real relief ointment category for years, with strong heritage in the Nigerian ointment market, and playing in the mid-hot segment. It has however not communicated its brand promise in a long time. To introduce itself to its public again, the brand needed to associate itself with a very well-known figure as its ambassador, that appeals to the brand’s target audience and also fits the consumer persona for the brand. Broda Shaggi was unveiled as the brand’s ambassador in a humorous spot consistent with the brand and its usage occasions. Broda Shaggi moves from set to set, speaking directly to the public/fans as he tells them why he is the perfect brand ambassador for Robb. He first tells us his real name -Samuel Perry- which many may not know and of course ‘Broda Shaggi’ before introducing us to his new identity as ‘Mr Robb’. In this new role he will advocate the ‘Robb In, Pain out’ theme with an authenticity that matches the different uses of Robb. In whatever life activity our customers are in, Robb and Broda Shaggi have got them a ready solution to pains, aches and colds. The video generated 3.7M views, 47,500 likes, shared 143 times and generated 768 comments across the brand and the influencers social media pages where he was unveiled with almost 96% positive sentiment accruing to the brand