UPDATE AS OF THE 2017 ANNUAL REPORT
The mix continues to shift in favour of more affordable bulk take home packs. The brand and market activations have sustained our portfolio at a market share in excess of 90%. Of note was the launch of the “Taste the feeling” global marketing campaign which superseded the previous “Open Happiness” campaign. The new campaign heralded in new television commercials, campaign images, music anthem, billboards and on the social media channels anchoring our market leadership. The business extended its offering in the energy category with the launch of Monster Energy in Zimbabwe in three exciting varieties; Monster Energy, Monster Assault and Monster Khaos.
OPEN HAPPINESS IN THE COMMUNITY PROMOTING SOCCER.
The Coca-Cola brand continued to occupy its pivotal role in the development of grassroots soccer. All ten provinces participated in the COPA CocaCola Soccer tournament, with the finals being held in Gwanda in Matabeleland South. Rujeko High school emerged the champions while Chidyamakono took the prize for the girls. The tournament standard of play was at its finest. The brand offered the opportunity for two of the high school students to attend a training clinic in South Africa and France, a cherished experience.
ON THE BEAT WITH MUSIC.
The Coca-Cola brand continued its long tradition of supporting music. Local music lovers were entertained through two Coca-Cola sponsored television programs, Coke on the Beat and Coke Studio, which also offer exciting prizes to local musicians and consumers at the annual music awards.
The business is engaged in the global Coca-Cola “5 by 20” Campaign which recognizes the role of women in national development through capacity and capability building in business. The women were equipped with entrepreneurial skills through a number of training sessions throughout the country. We continue to empower informal traders by providing informal market equipment with some 3 000 vendors being provided with vending boxes.