Coca-cola launches new cam­paign

Lesotho Times - - Business - Mo­halenyane Phakela

THE Coca-cola Com­pany has launched the global “Taste the Feel­ing” cam­paign and an­nounced its world­wide one-brand strat­egy in Le­sotho, mark­ing a strate­gic shift for the bev­er­age cor­po­ra­tion.

The cam­paign was launched yes­ter­day at AVANI Maseru Ho­tel in a colour­ful cer­e­mony at­tended by Coca Cola Com­pany rep­re­sen­ta­tives and of­fi­cials from the lo­cal dis­trib­u­tor and bot­tler, Ma­luti Moun­tain Brew­ery (MMB) as well as guests from the cor­po­rate sec­tor.

Ad­dress­ing the gath­er­ing, Coca Cola Com­pany Mar­ket­ing Ac­ti­va­tions Man­ager, Ta­mar Mbalo, said the mar­ket­ing strat­egy united all Coca-cola brands (Coca-cola, Coca-cola Light/diet, Coca-cola Zero, and Coca-cola Life) un­der the iconic red Coca-cola disc.

“To­day marks a new chap­ter for the Coca Cola Com­pany as we are in­tro­duc­ing the new one brand ap­proach which will bring to­gether all the Coca Cola trade­mark prod­ucts, fur­ther 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 brand,” she said.

“Ev­ery day, mil­lions of peo­ple from across the world reach out for an ice cold Coca Cola and there is a huge op­por­tu­nity for growth as con­sumer de­mand con­tin­ues to es­ca­late world­wide.

“The cam­paign is meant to put the Coca Cola prod­ucts in the heart and mind of the con­sumer, mak­ing them feel ev­ery mo­ment of drink­ing our brands spe­cial and worth cel­e­brat­ing.”

Ms Mbalo added the “Taste the Feel­ing” cam­paign would be mar­keted through ra­dio and tele­vi­sion ad­ver­tise­ments, bill­boards and point of sale ex­e­cu­tion strate­gies.

For his part, MMB’S Mar­ket­ing Man­ager, Mo­suoe Mapetla, said the Coca Cola brand con­tin­ued to en­joy long-term sales growth de­spite the global eco­nomic down­turn.

“Over the years, Coca Cola has been for­tu­nate to have had some of the great­est creative tal­ent in­volved in de­vel­op­ing its cam­paigns,” he said. “For the past year and a half, the Coca Cola Com­pany has taken a num­ber of force­ful steps to set MMB on a re­newed path for longterm growth.

“De­spite the tough eco­nomic con­di­tions around the world, we had a good 2015, and we are on track to con­tinue our progress in 2016, mean­ing we are see­ing progress through an en­dur­ing for­mula for suc­cess which is strong brands, strong mar­ket­ing and strong lo­cal ex­e­cu­tion at the point of sale.”

Mr Mapetla said the cam­paign used a unique ap­proach that lever­aged uni­ver­sal sto­ry­telling by cel­e­brat­ing the sim­ple plea­sure of drink­ing a Coca-cola bev­er­age, fea­tur­ing the prod­uct at cen­tre stage.

“’Taste the Feel­ing’ cel­e­brates the idea that drink­ing a Coca Cola is a sim­ple plea­sure that makes ev­ery­day mo­ments more spe­cial,” he said.

“The cam­paign has been met with much en­thu­si­asm from con­sumers and the 770 000 sys­tem as­so­ciates who bring our brands to life around the world.

“We are con­fi­dent in our growth strat­egy through your con­fi­dence in our busi­ness.”

The cam­paign is meant to put the Coca Cola prod­ucts in the heart and mind of the con­sumer, mak­ing them feel ev­ery mo­ment of drink­ing our brands spe­cial and worth cel­e­brat­ing

Guests sam­ple Coca Cola prod­ucts dur­ing the launch cer­e­mony.

MMB Mar­ket­ing Man­ager Mo­suoe Mapetla.

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