KELVIN KACHINGWE, Lusaka
CELEBRITIES, socialites and musicians including Chef 187, Slap D, Maureen Lilanda and Cleo Ice Queen, last week graced the launch of the Coca-Cola â€˜one brandâ€™ strategy at the Horse Shoe Grill in Lusaka, which featured large-format photographs of Coke signage from around Zambia and the region by local photographer Marek Patzer.
The Coca-Cola â€˜one brandâ€™ strategy marks a strategic shift for the company, uniting the Coca-Cola family under what is arguably the worldâ€™s number one beverage brand.
For the first time ever, all Coca- Cola brands (Coca-Cola, Coca- Cola Light/Diet Coca-Cola, Coca- Cola Zero, and Coca-Cola Life) will be united under the iconic red Coca-Cola disc.
The companyâ€™s marketing activations manager Takunda Jinda says as a first phase, the global creative campaign dubbed â€˜Taste the feelingâ€™ will highlight how the hourglass-shaped drink makes every moment special.
â€œEvery day, millions of people across Zambia and around the world reach for an ice cold Coca- Cola,â€ Jinda says.
â€œThe new â€˜one brandâ€™ approach will bring together all Coca-Cola trademark products, reinforcing our commitment to offer our consumersâ€™ 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.â€
Thomas Kamphuis, marketing director of Zambian Breweries, which bottles Coca-Cola in Zambia, says they are very proud to be on the front line, marketing and bringing this innovative and outstanding campaign to life 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 centre stage.
â€œMore than ever, we recognise 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 â€˜one brandâ€™ strategy we will move away from multiple brand campaigns, to one single iconic brand campaign that celebrates both the product and the brand,â€ Kamphuis says.
â€˜Taste the feelingâ€™ is rolling out at various times across all markets globally in 2016, coming to life in Zambia last 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 customisable interactive digital experience.
KELVIN KACHINGWE, Lusaka