As one of the first markets in the world to introduce Coke & Coffee, we needed to create excitement around its launch- especially, in the predominantly tea-drinking countries of East Africa.

We wanted to shift the conversation away from tea and towards coffee in the pre-launch phase. The strategy was to get people curious and wondering what a simple coffee bean could offer.

With only Coca-Cola’s dynamic ribbon integrated into the folds of the coffee bean and no other branding, we left a subtle clue for the audience to take up the conversation on what the singular coffee bean was really for.

The only other element we included was a launch date indicating when all would be revealed. This launch campaign was seen in outdoor, print and instore posters in Kenya first. Soon to be released in Uganda and Tanzania.

Yes.