In a crowded beverage market, every brand aims to distinguish itself to avoid getting lost among the competition. One effective strategy is to activate the brand in prominent locations, collaborate with creators, and host events that attract diverse audiences.
In the later part of 2023 and early weeks of 2024, Coca-Cola leveraged the football season to boost consumption and engagement through locally relevant interests like food and football.
To further embed its brand as the ideal beverage choice for meals, Coca-Cola enlisted the services of EchoHouse Ghana Limited, a 360 creative marketing agency, to organize the “Coke Foodie Connect” event on January 21, 2024. The event aimed to refocus the communal nature of consuming Coke.
EchoHouse previously successfully reintroduced Coca-Cola Zero Sugar to the Ghanaian market in 2022 with a groundbreaking Zero Gravity Experience and activated Coke Studio at the 2022 Afro Nation Festival. Given its track record, the agency was chosen again for this event.
The Coke Foodie Connect is a food festival that brought consumers together and relived their shared connections which is refreshed through their shared passion for Coke, Food, and Football.
Event attendees received a complimentary bottle of Coke with the purchase of any meal from the vendors. Additionally, purchasing a Coke granted guests a free sample from Kojo Junior, a popular social media creator.
Engaging Activities
In addition to the excitement of watching football alongside fellow enthusiasts, a variety of games were available to entertain guests. The concept was to provide options for those not interested in football, ensuring there was something for everyone. Activities included foosball, snooker, board games, and PS5 consoles. Moreover, a video game tournament added to the fun-filled atmosphere of the event.
Use of Talent
To increase attendance and create buzz around the event, renowned creators like MC Kojo Manuel, AMG Medikal, DJ Wallpaper, and Kojo Junior were enlisted. Their role was crucial in influencing our main target audience, Gen Zs, to attend. Chosen for their charisma and ability to captivate audiences, they successfully attracted attendees. Kojo Junior offered culinary delights in sample packs to accompany Coca-Cola purchases, while MC Kojo Manuel and DJ Wallpaper engaged guests throughout the event. The climax was Medikal’s sensational performance, adding to the event’s appeal.
Photography
Recognizing the power of visual content in today’s era, we ensured a dedicated photo op was available. This allowed attendees to capture moments that highlighted the essence of Coca-Cola, ensuring widespread sharing on social media platforms.
Nurturing Brand Partnership
Understanding Ghanaian preferences, especially regarding consumption habits alongside Coca-Cola, various food vendors like Junkies, Wonder Wings, Prince Kebab, and Celebrity Dish offered Coca-Cola combo meals. Additionally, Kojo Junior provided dishes in sample packs, enhancing the culinary experience for guests.
Results
Attendee engagement surpassed expectations with the diverse consumers enjoying the varied activities offered. The strategic collaboration with food vendors resulted in heightened brand association and increased sales of Coca-Cola combo meals. Overall, the event attracted an average of hundreds of consumers, contributing to sales of Coca-Cola, including both 450ml and 350ml variants.