KENYA – Coca-Cola Beverages Kenya has confirmed a strategic shift in its promotional rewards, moving from vouchers and holiday trips to cash prizes amid a challenging economic environment.
Despite a reduction in Kenya’s inflation rate from 8 percent in May last year to 4.6 percent in June this year, the microeconomic landscape remains tough, with businesses and households continuing to struggle with low purchasing power and reduced earnings amid high costs of goods.
Under its #KachingChingnaCoke promotion, Coca-Cola aims to distribute KES 163 million (US$1.25M) to over two million winners by the end of the campaign in August.
So far, over 1.3 million Kenyans have won a total of KES 122 million (US$0.94M) in the promotion, with nine winners becoming instant millionaires as the campaign enters its ninth week.
“In previous years, we have offered trips and shopping vouchers. Considering the difficult economic times that Kenyans are facing, we decided to not only offer cash prizes but triple our previous reward amounts to directly impact our consumers’ lives. We know that this will directly transform the lives of our customers,” said Theuri Chege, Country Manager of Coca-Cola Kenya.
Chege elaborated on the prize distribution, noting, “We have been awarding KES1 million (US$7,683) to one grand winner each week, 35 winners of KES10,000 (US$76.83), and thousands of winners between KES50 and KES100 daily during the campaign. So far, we have nine millionaires and expect to have four more by the end of the campaign in August.”
The campaign, Chege emphasized, aligns with the company’s mission to “refresh the world and make a difference.” He expressed hope that these cash prizes would act as a catalyst for transformation in the lives of consumers, highlighting the essence of the campaign.
In a parallel initiative, Coca-Cola Beverages Africa (CCBA) has announced a comprehensive plan to enhance sustainability by increasing the use of recycled content in packaging and improving water management practices.
This announcement comes as Coca-Cola, the main shareholder, plans to increase its investment in Kenya by up to US$175 million (KES22.7 billion) over the next five years, contingent upon achieving anticipated growth targets.
The sustainability initiative by CCBA is part of a broader effort to build resilience and address both current and future environmental challenges, fostering positive global change.
To promote a circular economy, the company aims to reduce waste and carbon emissions by incorporating more recycled content into its packaging, expanding the use of refillable bottles, and actively participating in Coca-Cola’s World Without Waste initiative to collect and recycle packaging.
Liked this article? Sign up to receive our email newsletters with the latest news updates and insights from Africa and the World. HERE
