Through "The Coke Side of Life" creative strategy, the Company is using its global resources to drive a multi-media, multi-cultural platform in markets across the world. The fully integrated campaign consists of television, outdoor advertising, print executions, viral marketing, and public relations. Coke launched this strategy in South Africa last year and is now moving market by market throughout Africa.
The roll-out in sub-Saharan Africa has commenced in Tanzania with high impact outdoor advertising. This forms part of the global multi-year partnership between Coke and Clear Channel Outdoor internationally.
According to Carol Mbaga, (Senior Franchise Brand Manager - Tanzania), The partnership exhibited by Clear Channel Outdoor contributed to the successful impact of the campaign.
The new work "understands that Coke trade dress - the red colour, the ribbon, the contour glass, the logos - are magical icons with immeasurable power," wrote Advertising Age's Bob Garfield.