Entertainment Music

Celebrities taste Coke’s feeling

SLAP D (left) with Coca-Cola marketing activations manager Takunda Jinda. PICTURE: LANGMEAD & BAKER

CELEBRITIES, socialites and musicians including Chef 187, Slap D, Maureen Lilanda and Cleo Ice Queen, last week graced the launch of the Coca-Cola ‘one brand’ 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 ‘one brand’ strategy marks a strategic shift for the company, uniting the Coca-Cola family under what is arguably the world’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 company’s marketing activations manager Takunda Jinda says as a first phase, the global creative campaign dubbed ‘Taste the feeling’ will highlight 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,” Jinda says.
“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.”
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.
“More 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 ‘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,” Kamphuis says.
‘Taste the feeling’ 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.

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