The Coca-Cola Central East and West Africa Strategic Manager Rosalind Gichuru said that the campaign that has also been launched in South Africa and in some northern African countries is geared towards inspiring and celebrating individuals who spread happiness on the continent by performing random acts of kindness in their daily lives.
Gichuru said that their previous ‘A billion Reasons To Believe in Africa’ campaign for last year yielded great results and this new campaign will help them penetrate more into the market and retain their customers.
“We know that the minute this campaign touches our consumers, it will contribute significantly towards our sales volume and as we saw from our previous campaign that resonated and was relevant to our consumers, we are positive that it will have a significant impact on our volumes,” she affirmed.
“The idea of being kind and that kindness giving you happiness is something that transcends the boarders; so here in Africa because we believe that we are innately kind we are saying through this campaign that if the world thinks being kind is crazy, then Africa is the craziest continent,” she said.
The campaign was derived from research done by BMC Innovation Company that revealed making other people happy is the key to own happiness and for the world to be a happier place people need to be kinder.
The campaign seeks to identify people in society who perform random acts and share their stories through the launch of Random Acts of Kindness wall, an interactive digital platform that people will use to discover and share their kindness stories across Kenya.
Coca-cola plans to engage consumers through various activations throughout the year.