Coca-Cola Central East and West Ltd launched a new campaign
drumming optimism in Africa dubbed the “A Billion Reasons to Believe in Africa‟.
The Pan African campaign is geared towards inspiring
Africans to see the brighter side of their continent and use their capabilities
to fuel positive change.
“For many years, the world has portrayed Africa as dark,
hopeless and stricken with disease, conflict and poverty. People, and
particularly Africans, are tired of this image because the continent has a lot
of positive news to offer,” said Coca-Cola Kenya Country Manager, Rocky
Findley.
“There are close to a billion people in Africa and we
believe that each of them has a reason to believe in the continent. We plan to
capture and share these reasons across the continent in order to inspire all
Africans to turn things around and be proud of the continent they live in”.
The colorful event held in Athi River, saw all guests
transported by train to the iconic African Heritage House-one of the most
photographed houses in Africa. The house is situated in the vast savannah with
panoramic views of the Nairobi National Park.
“The African Heritage House represents the hope and optimism
that is Africa,” said Findley. “With its combination of architectural styles
from across the continent to the prominent personalities hosted here such as
the late Wangari Mathaai and model Iman who had her first photo shoot here, it
is just one more reason to believe in the Africa and there are many more to
share.”
Through the campaign, Coca-Cola hopes to fully unlock the
meaning of happiness in the context of African Youth by going beyond offering
people the world‟s favorite refreshing drink, to influencing how
African youth understand themselves in relation to the continent‟s
ideals. With the future of Africa resting on this younger generation, the
Company plans to use teenagers to transmit positive African messages.
“Not only are the youth considered our future leaders, but
they are also the most optimistic people on the continent. Throughout this
year, we will be recruiting African teens as Believe Reporters so that they may
lead us all on the path to positivity on the continent,” said Findley.
“We will provide various platforms for them to share their
positive African stories and experiences thus fueling pride in continent and
all it has to offer. We are ultimately creating one massive positive voice.
That voice is the true AFRICA.”
The campaign will be brought to life through traditional
advertising on TV, radio and Billboards and in-trade marketing materials such
as posters wall branding as well as interactively on social media platforms
such as Facebook, twitter and the blogosphere.
