The Coca-Cola Bottling Company of Ghana Limited on Friday launched a new campaign tagged, "Make It Real, Coca-Cola" that is connected with African and Ghanaian cultures aimed at truly reflecting the attitude and view of life of the consumer.
Some of the consumer quotes that read, "You can achieve your dreams", "The future is bright with Coke" and "Coca-Cola Is Real" are a full marketing package that includes multimedia advertising, a new graphic icon, radio jingles and innovative taglines.
The campaign includes new television commercials known as "Real Connection" and "Achieve Your Dream" that are to start playing.
It was first launched in the US in January this year and would be launched throughout the world in different markets.
Mr Segun Ogunsanya, Chief Executive Officer of the Company, said consumers wanted to be truly respected and appreciated for their real values and did not like artificial advertising that promised virtual rewards.
He said their vision was to make it impossible for anybody to escape Coca-Cola, adding that the campaign would lead to improved consumer perceptions of the brand and increased consumption.
Imad Benmoussa, Marketing Manager for Coca- Cola, West Africa, said "consumers want to be known for who they are and what they stand for".
He said consumers respected brands that reflected the set of values, emotions and daily life challenges, with success and achievement as core values.
Coca-cola company is a world wide soft drink manufacturer and distribution leader. In addition to Coca-Cola, the brand most known in the world, also distributes Fanta and Sprite, two leading brands on their category, he added.
