Coca-Cola Kwanza Targets Tanzania's Youth Market with New Campaign

Coca-Cola Kwanza is stepping up its efforts to capture a larger share of Tanzania's youth consumer market. The company is using music, social media creators, university activations, and consumer experiences to strengthen connections with younger consumers.

The strategy includes the launch of Fanta Berry, a new addition to the company's beverage portfolio, which will be rolled out through selected retail outlets, supermarkets, universities, kiosks, and trade outlets across the country.

The 'Kipapli' campaign uses music, dance, fashion, creator culture, and on-ground experiences to engage consumers. The launch comes with a series of consumer activations designed to increase product awareness and encourage direct interaction with the brand.

Coca-Cola Tanzania Senior Marketing Manager, Kabula Nshimo, said that the new product reflects the company's effort to provide more variety as consumer preferences evolve.