INDIGENOUS COMMERCIAL ANIMATION PRACTICE IN NIGERIA: LOCAL CONTENT AND REBRANDING OF THE PALM WINE

Abstract

This paper explores the dynamics of animation in product advertising and commercials. Despite the growth of animation in Nigeria's advertising industry, the study shows that local animated media often lacks indigenous cultural symbols, limiting its effectiveness in promoting local brands in native markets. This gap has widened with the influx of foreign animations, leading to cultural drift among millennials and Generation Z, influencing their product preferences. This study examines the current state of product animation in Nigeria with particular reference to the indigenous palm wine brand, the importance of cultural content in animated advertising, and how it can shape consumer behaviour in indigenous markets. Being practice-led research, the study provides insights into the integration of indigenous cultural symbols from Ife, Uli and Nsibidi in design elements to create a remanded package and an animated media for the local palm wine brand, using tools such as Blender 3.5, Photoshop Suites, and Filmora 9 - focusing on indigenous brand identity, personality, and loyalty. It explores how local products can be rebranded to meet global standards while reflecting native cultural elements. Utilising a mixed-methods approach with qualitative data and a practice-led research process, the study creates an animated advert concept for promoting the indigenous palm wine beverage. This is based on theories such as Symbolic Interactionism in Media Effects, and the Brand Identity Prism Theories. Findings show that incorporating cultural symbols into the branding and animation design of palm wine enhanced its visual and aesthetic appeal more than the old traditional packaging methods. The study suggests further exploration of safe packaging options, such as branded aluminium cans, for promoting the beverage in both local and international markets. Additionally, future research is recommended to further examine how rebranding indigenous products influences product choices and consumer behaviour in local markets amidst the strong presence of foreign brands and values.