Coca-Cola announced its worldwide “One Brand” strategy in Zambia last week, marking a strategic shift for the Company and uniting the Coca-Cola family under the world’s number one beverage brand.
The Company’s Marketing Activations Manager, Takunda Jinda, at a recent event in Lusaka revealed that this marketing strategy, for the first time ever, unites all Coca-Cola brands (Coca-Cola, Coca-Cola Light/Diet Coca-Cola, Coca-Cola Zero, and Coca-Cola Life) under the iconic red Coca-Cola disc.
As a first phase, the global creative campaign, “Taste the Feeling” highlights how the hourglass-shaped drink makes every moment special.
“Every day, millions of people across Zambia and around the world reach for an ice cold Coca-Cola,” said Mr Jinda. “The new ‘One Brand’ approach will bring together all Coca-Cola Trademark products, reinforcing our commitment to offer our consumers’ choice with more clarity and showing how everyone can enjoy the specialness of an ice-cold Coca-Cola, with or without calories, based on their taste, lifestyle and diet.”
“We are very proud to be on the front line, marketing and bringing this innovative and outstanding campaign to life in Zambia” said Thomas Kamphuis, Marketing Director of Zambian Breweries, which bottles Coca-Cola in Zambia.
Using a unique approach that leverages universal storytelling through Instagram-inspired imagery, the campaign celebrates the simple pleasure of drinking a Coca-Cola beverage, featuring the product at center stage.
“More than ever, we recognize people want their Coca-Cola in different ways. Whichever one they choose, they want a Coca-Cola brand with great taste and uplifting refreshment. Through our ‘One Brand’ strategy we will move away from multiple brand campaigns, to one single iconic brand campaign that celebrates both the product and the brand,” he added.
Celebrities, socialites and musicians including Chef 187, Slap Dee,Salma sky Maureen Lilanda and Cleo Ice Queen attended the high-energy launch function at the Horseshoe Grill, which featured large-format photographs of Coke signage from around Zambia and the region by local photographer Marek Patzer.
“Taste the Feeling,” is rolling out at various times across all markets globally in 2016, coming to life in Zambia from this week, through a number of elements, including television commercials, campaign Images, new visual identity system, new music anthem and audio signature as well as a shareable and customizable interactive digital experience.
Some Pictures from the event:
(Mwebantu.com)
This is shameful. This company should make Zero Diet Coke more widely available in Zambian shops. In the last 3 weeks, I looked for Zero Diet coke and could not find it in most shops. It must seem a good idea to make up a short fall in full sugar come in less aware African countries, but this should be reported to Kerry so he can add it to his list of atrocities USA corporates dump harmful sugared drinks in Africa after they have weaned their citizens off all in the chase for Profits.
As for the obese moronic mediocre celebrities posing with coke, you need to be more socially responsible. This is not cool and the Zambian execs in that company, are more self interested and manipulated by this corp.
@Patriot Abroad
Please my friend wake up from your folly, there is absolutely nothing healthy about a soda drink especially the so called diet ones like Diet Coke and Coke Zero although the say zero calorie and zero sugar Both are artificially sweetened with (the same amount) of aspartame and acesulfame K and therefore have the same ‘sweetness’.Whenever a product is labeled “sugar-free,” that usually means it has an artificial sweetener in place of sugar. While not all sugar-free products contain aspartame, it is still one of the most popular sweeteners, making it widely available in a number of packaged goods.
Aspartame is approximately 200 times sweeter than sugar. So only a very small amount is needed to give food and beverages a sweet flavor. The acceptable daily intake (ADI) recommendations are:
FDA: 50 milligrams per kilogram of body weight
EFSA: 40 milligrams per kilogram of body weight
A can of diet soda contains about 185 milligrams of aspartame.There’s a link between aspartame and a multitude of ailments, including:
cancer
seizures
headaches
depression
attention deficit disorder
dizziness
weight gain
birth defects
lupus
Alzheimer’s disease
multiple sclerosis
Next time instead of running up and down the streets looking for sodas…simply buy a locally produced fresh orange juice for your health’s sake and support the local economy.
Wake up!!
Surely why do we let our children drink this corrosive poison…this stuff should be avoided.
10 Industrial Uses for Coke Which Prove it’s Not Fit for Human Consumption;
1. Removing rust: methods include using fabric, a sponge, or even aluminum foil dipped in Coke.
2. Removing blood stains from clothing and fabric.
3. Cleaning oil stains from a garage floor: let the stain soak, hose off.
4. Cleaning burnt pans: let the pan soak in the Coke, then rinse.
5. Cleaning your engine; Coke distributors have been using this technique for decades.
6. Making coins shine: soaking old pennies/ngwees in Coke, it will remove the tarnish.
7. Removing stains from vitreous china.
8. Cleaning your toilet: pour 1/2 litre around bowl, leave for a while, flush clean.
9. Coke and aluminum foil will bring Chrome to a high shine.
10. Strip paint off metal furniture. Soak a towel in Coke and…
Cont’d
..and lay it on the paint surface.
Coca-Cola is obviously a product that has many wonderful uses. Although the record indicates that the best uses of this product are not associated with consuming it.
SINKAMBA WISDOM – Jay jay I like your article. I am very much scared because I treat coca – cola as part of my diet. At time s I can even sleep without eating nshima if only I can drink a bottle of coca – cola. Thanks Jay jay for your well researched article.