Kampala — In a bid to beat competition, soft drinks manufacturer, Century Bottling Company on 24 May unveiled a new image for its Coca-Cola brand at the Nile Hotel Gardens.

Ms Benita Bageire (L), the marketing manager, Mr Patrick Mugenyi, the demand creation manager and Mr Waligo Karui, the market development manager during a press conference at the Sheraton Kampala Hotel on 23 May to announce the new Coca Cola brand image (Photo by Ismail Kezaala).

The company changed from its corporate image of 'life tastes good' to 'Coca-Cola Real'

Ms Benita Bageire, the company's country marketing manager, at an earlier press briefing at the Sheraton Kampala Hotel, said that the new multimillion-brand identity was consistence with similar marketing strategies concurrently being implemented in neighbouring Kenya and Tanzania.

"Our aim is to have consistence in our messaging to our consumers throughout the world. At the moment we are implementing similar moves in Kenya and Tanzania," she said.

Ms Bageire explained that the old image had proved irrelevant to the long-term strategies of reaching out to people in real situations. She added that the new image would go along way in increasing interaction with clients in real life situations.

On the current stiff competition in the soft drinks industry Ms Bageire said that Coca-Cola is fighting hard to ensure it maintains a lead in the industry.

"The market is certainly competitive and we are constantly seeking to increase our participation to the growth of the industry. It is clear that we will be required to be even more innovative and aggressive to maintain and grow our current market share," she said.