NAIROBI, Kenya – In response to the challenging economic climate, Coca-Cola Kenya has decided to shift its promotional strategy from offering vouchers and holiday trips to providing cash rewards.
This change comes under the company’s #KachingChingnaCoke campaign, which aims to distribute Sh163 million to over two million winners by the end of August.
While Kenya’s inflation has eased from 8% in May last year to 4.6% in June this year, the microeconomic environment remains tough.
Businesses and households continue to grapple with low purchasing power and reduced earnings amid the high cost of goods.
Recognizing these hardships, Coca-Cola has opted to offer cash prizes, tripling their previous reward amounts to make a direct impact on consumers’ lives.
“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.
So far, over 1.3 million Kenyans have won a total of Sh122 million in the KachingChing na Coke promotion, with nine winners becoming instant millionaires as the campaign enters its ninth week.
Each week, one grand prize of Sh1 million is awarded, along with 35 prizes of Sh10,000 and thousands of smaller daily prizes ranging from Sh50 to Sh100.
The winners hail from various counties, including Nairobi, Kajiado, Mombasa, Homa Bay, and Kericho, with Phoebe Nafula being the first to win the Sh1 million weekly prize when the promotion began in May.
“As a company, we are driven by our purpose to refresh the world and make a difference. We hope these cash prizes can be a catalyst for transformation in the lives of our consumers, which is the essence of this campaign,” Chege emphasized.
In addition to the promotional campaign, Coca-Cola Beverages Africa (CCBA) has announced a comprehensive sustainability plan.
The company aims to increase the use of recycled content in its packaging and improve water management practices.
This initiative is part of Coca-Cola’s broader effort to foster positive change and address both current and future environmental challenges.
The company also plans to grow its investment in Kenya by up to $175 million (Sh22.7 billion) over the next five years, contingent on achieving anticipated growth targets.
As part of its commitment to promoting a circular economy, CCBA will focus on reducing waste and carbon emissions by incorporating more recycled content into its packaging and expanding the use of refillable bottles.
The company is also actively participating in Coca-Cola’s World Without Waste initiative to collect and recycle packaging.
