Since the Tokyo Olympics for 2020 was held in 2021, you are not too sure if Christmas will come at the end of the month or will be postponed or held under restrictions on movement.
It is such that campaigns like Coca-Cola’s Christmas Caravan remind us of the Christmas cheer with the wait to light up Kenya’s iconic KICC tower to celebrate the Real Magic philosophy.
Coca-Cola has a memorable and illustrious history with Christmas, its alluring Christmas videos remind us to celebrate the real magic of humanity.
This Christmas, the beverage company has launched the Coca-Cola Christmas caravan with exciting experiential activities as it travels from Nairobi through various counties, under the banner of Real Magic.
The Real Magic Christmas campaign is both a Christmas celebration and a recognition of the resilience of ordinary Kenyans whose lives are sustained by the Coca-Cola value chain.
“We have always believed in the magic of Christmas, and this year our campaign celebrates the real magic moments and connections. With uplifting messages of unity, inclusion, and positivity we want to remind our customers that all we need for a magical Christmas is shared moments with the family and friends we love and the community,” said Nelly Wainaina, Frontline Marketing Senior Director, Coca-Cola Africa.
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As the colorfully lit Coca-Cola caravan makes its way to various parts of the country, consumers will enjoy discounts and offer on products in various outlets.
The caravan will make stops at several retailers and town centers across the country giving products and other gifts in the spirit of gifting, sharing, and rewarding consumers.
However, the real magic is sustaining jobs and livelihoods as the economy recovers from the Covid-19 pandemic with the campaign in Kenya underscoring the market’s significance to Coca-Cola.
The pandemic has opened up opportunities and challenged businesses to keep innovating and find new ways to meet changing consumers’ needs.
Coca-Cola launched a new online platform, ‘Dial A Coke’ in Kenya, which enables one to access products at their point of convenience and safety – indeed, making them only one Coke away from each other – and very much in line with this new campaign.
“The magic is in how we will all respond to the challenges we face today and in the future, innovating to meet consumer needs and preferences, and the situations that surround them,” Debra Mallowah, Vice President, Coca-Cola East, and Central Africa franchise said
Kenya remains an important growth market for Coca-Cola. In the past five years, the Coca-Cola system in Kenya has invested nearly $400 million in new state-of-the-art manufacturing lines and other inputs.
Ms Mallowah said the company is one of the largest private-sector employers in the region and the firm sources raw materials locally.
Approximately 4,100 Kenyans are directly engaged in the operations of the company.
Further, the Coca-Cola system indirectly supports nearly 36,800 jobs among local suppliers and their suppliers (upstream), and in its distribution and retail partners and their suppliers (downstream).
This means the festive season’s caravan is not just about spreading the Christmas cheer, happiness, and optimism but sustaining the livelihood as Kenya’s economy recovers.
“We source a number of our raw products locally and will require more local inputs in the coming years, thereby boosting local economies and improving livelihoods across the value chain,” she said.
To bring Coca-Cola beverages to consumers, the system coordinates a vast sales network that comprises more than 300,000 outlets.
In addition to this, the ecosystem sustains up to over a million livelihoods in auxiliary operations down the value chain from distributors to wholesalers, to kiosks and trolleys.