'Lola Adewoyin
12 November 2008
Lagos — Beverage giant, Coca-cola, is taking the lead to usher in the festive season with another spectacular year end campaign with the theme, "Share Joy," which is built on the unmatched success of the 2007 version that yielded a harvest of awards.
Speaking at the unveiling of the campaign to the media yesterda, the company's Strategy and Marketing Director, Kofi Amegashie, said the event was the connection between Coca-cola and the festive season.
He said, "Coca-coal translates as delicious happiness in the chinese script, and this aptly illustrates Coca-cola brand essence which is about unfazed optimism and the happiness experience."
"It is only natural, therefore, that Coca-cola resonates with the festive season like no other brand can aspire to," he said, adding that the benchmark campaign launched by Coca-cola Nigeria in 2007, 'was originally inspired by a passion to heighten the tempo and spice up the flavour of that experience for everyone."
Last year, Coca-cola defined and entrenched the model for an authnetic African Santa Claus- the Afro Santa.
According to research findings by international brand and marketing analysts, Millward Brown, "the Afro Santa is exceptionally well received and seen to incorporate Africa into the global representation of Christmas."
Also last year, Coca-cola awed Nigerians by erecting Africa's tallest Christmas tree, the record making Red Coke tree, which stood at 32.5metres high and drew huge crowds daily throughout the festive season.
At yesterday, Coca-cola gave a hint of what the its season of sharing joy would look like with its various gifts to journalists at the event. It begun with gift to 10 early birds who arrived the event earlier than others, five others who were able to find gift stickers under their tables, including THISDAY's 'Lola Adewoyin, and another five who won through raffle draws.
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