Coca Cola is one of the most dominant brands worldwide; their unending desire to always connect with its consumers not only makes it formidable but likable. We’ve seen them come up with many campaigns and stirring advertisements on TV, radio and print that leave us in awe every time.
This past weekend on 1st April Coca Cola Africa, launched yet another life changing campaign. This time going with the one brand strategy, meaning they will have one campaign for all Coca-Cola variants – Coca-Cola, Coca-Cola Light also known as Diet Coca-Cola in other markets, Coca-Cola Zero, and Coca-Cola Life. This new approach comes to life in a global campaign – “Taste the Feeling”. This campaign uses universal storytelling and everyday moments to connect with consumers around the world.
“Taste the Feeling” will be brought to life in a fully integrated marketing campaign with Coca-Cola being central to each moment because without it, there is no story.
Being the voice and eyes of the teens country wide, The Insyder was invited to be part of this experience that started at Wilson Airport on Friday morning. By midday I was in a chattered plane with some of the most influential personalities in Kenya from radio like Homeboyz’s Patricia Kihoro, Kiss FM’s Adelle Onyango andJeff Mote, Anita Nderu of Capital FM, Mbuzi from Radio Jambo. TV stars like actor/show host Nick Mutuma, model/actress Cheptoek Bayo and Mambo Mseto’s Willy M Tuva were there too. Bloggers too were present ; the gorgeous fashion blogger Joy Kendi and Franklin Saiyalel/Kenyan Stylista represented well. Party starter DJ Joe Mfalme , East Africa’s number one hype man DNG and many other stars
Joy Kendi and Patricia Kihoro all smiles.
Just from the above squad you can already imagine something was about to go down right? Well I didn’t, atleast not the details. Within an hour and 25 minutes we touched down at Vipingo private airstrip. Then we headed to Vipingo Ridge, one of the most beautiful, scenic and tranquil five star private residential locations on the Kenyan Coast. Coca Cola had it all worked out, we were about to taste the feeling!
We were received with so much energy, good African music, one hell of dance welcome from Sarakasi dancers and of course crispy cold glasses of Coca Cola. This was just the beginning of the countless bottles I took because of the scorching coast heat! After a much deserved lunch and catching up we retreated to our rooms to freshen up. The villas were a scene to behold, with classy Swahili architecture and state of the art facilities. I mean you forget about the heat the minute you’re inside.
Minutes later we were on a private tour bus headed to a close by private beach an hour out from the villa. At the beach we cruised off in two sail boats and motor boats and headed deep into the sea for some fun. By fun I mean swimming under the sun with go-pros as the drones capture the moments from a bird’s eye view. The moments were just magical and surreal. We even had henna artists on board.
We got back to the villas soon after sunset to freshen up again, this time for the launch night. All white was the dress code and as expected fashionistas like Joy Kendi and Franklin Saiyalel outdid themselves. The launch was set up at Vipingo beach, an array of delicacies and an eclectic performance from Mombasa Roots Band and a surprise performance by Afro pop trio Elani. How awesome is that? To add icing on the cake they had Sarakasi dancers dance in laser lit costumes and I must say I was very impressed by the amount of detail Coca Cola put in to make these simple moments into memorable ones.
On that musical note, Coca Cola released the Swahili version of their campaign anthem done by Tanzania’s high flying bongo sensation Diamond. The “Taste the Feeling” song is an upbeat track that celebrates the experience of drinking a Coca-Cola. It will be featured across the media including digital platforms. The original song features the voice of newcomer Conrad Sewell produced by Avicii while non-English markets will have select artistes translating the song to their respective local languages.
With all that awesomeness you’d expect the party to come to an end, right? No! Coca Cola had other plans. We headed back tothe club house for a night long after party with DJ Joe Mfalme on the decks and DNG keeping everyone on their feet.
Uhm kinda woke up late the next morning, only to join the rest of the guys at the swimming pool and the rest on quad bikes. We flew back to Nairobi in the evening having tasted one of the best feelings the weekend had to offer. Bravo Coca Cola!