Leading beverage company Coca-Cola has announced the launch of a new campaign, in celebration of its 70th anniversary in Nigeria. The campaign will play on the brand’s heritage and history in Nigeria with a host of exciting stakeholder engagements planned for the rest of the year. This was revealed in a press briefing that was held on October 7, 2021, in Lagos.
According to Alfred Olajide, Managing Director & Vice President, Coca-Cola Nigeria, the celebration presents an opportunity to reminisce on the brand’s storied history in Nigeria and highlight the company’s plans for the future.
“This milestone anniversary is a testament to the possibilities and opportunities we have grasped with both hands in this great country,” he said. “Our longevity and success in this country is a simple truth that reminds us every single day why we at Coca-Cola love this business. It’s a heartwarming experience that we have attained the consideration of consumers and Nigerians in a way that they yearn not just for the beverages and the quality of the beverages that we produce, but also the ideals and values that Coca-Cola represents.” he continued.
This platinum anniversary celebration coincides with the launch of Coca-Cola’s new global philosophy, “Real Magic” which encourages everyone to celebrate the resilience and magic of humanity. Real Magic marks the first new global brand platform for Coca-Cola since 2016 and is being launched alongside a revitalised visual identity, as well as a new perspective on the Coca-Cola trademark logo that will feature across Coca-Cola marketing and communication materials.
However, the incredible story of Coca-Cola goes beyond campaigns, profits and revenue. Over the years, Coca-Cola has taken the lead in good business, committing huge resources in laudable sustainability initiatives across its markets, especially Nigeria. Coca-Cola was introduced into the Nigerian market in 1951 and has since become the country’s premium beverage brand. With over 2,700 direct employees and eight manufacturing plants, Coca-Cola serves more than 40 million consumers in the FCT and 36 States in Nigeria. For over 70 years, the company has positioned itself as a household brand unifying Nigerians both at home and in the diaspora while acknowledging the country’s rich and unique cultural diversity.
The company will be celebrating 70 magical years in Nigeria with a slew of activities, starting with The Nigerians of Coca-Cola – a photo-blog series that seeks to tell the unique stories of Nigerians and how they have been impacted by the company’s initiatives. The passion to serve customers and communities in Nigeria drives Coca-Cola’s initiative to create a more positive and robust sustainable environment. This commitment facilitates the company’s meaningful actions to control its carbon footprint and initiate environmentally sustainable projects that affect women, community development, sustainable packaging, climate change and financial empowerment.
While providing more insight into the campaign activities to celebrate the anniversary, Nwamaka Onyemelukwe, Director, Public Affairs, Communications and Sustainability, Coca-Cola Nigeria shares that the highlight of the anniversary celebration will focus on consumers across the country narrating how Coca-Cola impacted their lives through its sustainability initiatives.
“As we start plans for Coca-Cola Nigeria’s 70th anniversary, I’m happy to announce that we’ve worked with our bottling partner, Nigerian Bottling Company (NBC), to implement a string of activities that will serve to appeal to and entertain our consumers and the wider stakeholder community,” Nwamaka added.
Other activities include My Coke Moments, a social media-driven campaign that seeks to highlight the magic of the Coca-Cola brand and how it extends beyond generations, occasions and age-old memories.
The campaign will be rounded off with Share A Trip With Coke – an activity in which the company will reward consumers with free rides and branded gift items during the anniversary celebrations in cities across Nigeria and major bus routes in Abuja, Lagos, Ibadan and Port Harcourt.