Newsletter A publication by Kenya Export Promotion and Branding Agency
FEBR UA RY 20 2 3
NEWSLETTER HIGHLIGHTS
The art of storytelling: What is your brand story? By Mariam Maina-Kamau: mmaina@brand.ke
If there is one company that has mastered the art of storytelling is the Coca-Cola Company. The multinational company boasts of over 137 years of refreshing the world, with a footprint in over 200 countries offering a beverage portfolio of more than 200 brands. Impressive, right? But what has us gulping are the refreshingly, creative, cool Coca-Cola adverts that hit our TV screens, radios, billboards, newspapers, and magazines, etc daily.
of Coke Zero at participating outlets. This was so cool.
My favourite is of course the Coca-Cola Christmas Caravan but that does not beat the season when the world got to drink a Coke Zero via an ad. The amazing drinkable ad allowed the consumer to watch as Coke Zero is poured from a bottle on TV to a glass on their mobile, which then requires the consumer to catch the ad’s sound with their Shazam app. When the glass was full it unlocked a mobile coupon to redeem a free bottle
Coca-Cola has invested in telling its brand story in a way the captures its audience’s trust and love. We might not have the funds that the Coca-Cola Company has but we do have a story to tell about our brands with the resources that we have. A brand story conveys the history, purpose, and values of a business in a narrative that resonates with consumers and makes audiences feel emotionally connected. A brand story should be meaningful, personal,
Another favourite is the Coca-Cola Love Story. Love Story is about two bottles who fall in love as they meet over and over after being disposed of properly and recycled into new bottles. The ad aims to encourage more people to recycle and highlights how plastic bottles can be reused to produce more plastic bottles.
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Editorial Mariam Maina - Editor Joanne Wanjala Irene Van De Graaf Molly Wambui Gertrude Mirobi Stephanie Mutuku Samuel Njaaga - Layout
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