ASHIONYE IS THE FACE OF PEPSI LIGHT
She found it difficult to keep her girl-group Emete together. She’s finding it difficult to move units of her debut solo album ‘A piece of me’. She’s finding it difficult to transform into a sexy diva a la Beyonce and Shakira. She’s finding it difficult to admit how lose she is to her label boss Carl Racchah… Really, Michelle Ashionye Ugboh is finding it difficult to do a lot of things. Still, she amazes us all and leaves us mouths agape with the way she achieves the unusual; unexpected – with the way she lands deals that’ll leave the most talented, the most successful of her colleagues in awe of her. First it was her OAP deal with Cool FM. Then she bagged the mouth-watering deal to anchor popular TV game show Lagos Lotto. She even acted briefly (as Mimi) in the MNET show Doctors Quarters. Now, it has been announced that Ashionye will be the face of the new Pepsi light. This will see Ashionye serving as the exclusive brand ambassador for the new product from Pepsi Co. she is expected to feature in all Pepsi Light print commercials, including outdoor. Speaking on the choice of Ashionye, Pepsi marketing manager, Mazen Almasri, said the Orangootan recording act was chosen as the face of Pepsi Light because she shares several attributes with the product, namely sophistication and poise. He described her as a fit, trim, sexy and attractive icon with no extra baggage, but one who is both articulate and expressive, with loads of attitude. The Ex-Emete lead singer is not the first music act to bag such endorsement deal. 2face idibia in 2005, signed a N25 million pact with Guinness Extra smooth. Same for D’banj who is the official brand ambassador for Power fist, an energy drink made by Nutricima. Figures for the Ashionye/Pepsi deal have not been released, nor is the duration it will last. November 5, 2007; Lagos, Nigeria: Delectable singer, songwriter, and actress, Ashionye Michelle Ugboh, better known as ASHIONYE is the face of the new Pepsi light. Ashionye was recently unveiled recently at the media launch of Pepsi Light in Lagos. This means that the sexy and attractive multi-talented star and lead actress (Mimi) in the MNET show ‘Doctors Quarters’ is now the brand ambassador of the newly launched product. In this vein, the Delta state-born artiste will appear in all Pepsi Light print commercials, including outdoor. Speaking during the question and answer session. Speaking on the choice of Ashionye, the Marketing Manager of Pepsi, Mazen Almasri, said Ashionye was chosen as the face of Pepsi Light because she shares several attributes with the product, namely sophistication and poise. Describing the primetime radio personality as a fit, trim, sexy and attractive icon with no extra baggage, but one who is both articulate and expressive, with loads of attitude. These qualities, he said can also be found in the new Pepsi Light, with its attractive PET packaging and exciting and bold communication. The event also witnessed the flag off of the television commercial (TVC) for the new product which was shot in Mexico. The TVC shows three beautiful and high class ladies who had to postpone their shopping on sighting a Pepsi Light dispensing machine. On why the company decided to launch the new product in Nigeria using foreign models, rather than local ones, Mr. Mazen Almasri, Marketing Manager, Pepsi International pointed out that Pepsi is a global brand. The TVC, he disclosed, has been running in other countries where Pepsi Light is sold. He noted that the trend is not peculiar to Pepsi alone, as can be seen in the TVCs of other international brands, adding that it was because of its desire to give it a Nigerian face that the company through Insight Communications, came up with the idea of Ashionye as the face of the brand. In her own reaction, Ashionye said she is excited that she was chosen as the face of Pepsi Light in Nigeria. Ashionye expressed her enthusiasm at being associated with a global brand such as the new Pepsi Light, adding that it is a product she believes in. The delectable singer later treated the guests which included journalists to a rendition of one of her songs. The new face of Pepsi Light will be involved in lots of entertainment and lifestyle activities in association with the brand.