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Coca Cola Unveils “A Billion Reasons to Believe in Africa” Brand Campaign

By on August 31, 2012

The Coca-Cola System has announced the launch of its continental campaign, tagged, “A Billion Reasons to Believe in Africa.”

Unveiling the new initiative recently in Lagos, according to a statement by the company on Wednesday, the Brand Manager, Colas, for Coca-Cola Nigeria Limited, Mr. Femi Ashipa, said the purpose of the new campaign was to celebrate Africa and Africans.

He described the campaign as a quest to collect the positive and inspirational stories that Africa has to tell the world about itself.

According to him, there are over a billion people that live in Africa; hence, there must be a billion different reasons to believe in Africa, which the company is providing an avenue for through this campaign.

He said, “It is an avenue for the people of Africa to tell their unique stories of optimism and happiness. The world may choose to see Africa as dark, hopeless and a home to war, famine, corruption, poverty and disease, but we at Coca-Cola choose to see this beautiful continent through a fresh and colourful lense.”

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Glass of CokeCoca-Cola has operated on this continent for several decades with footprints that extend to every country. We know, understand, live and breathe Africa; hence we can influence positive attitudes amongst Africans by providing a beacon of optimism. Although negative news sells, we are increasingly witnessing a positive shift in every facet of the continent and have chosen to celebrate those things instead.”

Noting the vast improvement that Africa has made in the last decade in the areas of sports, music, business, arts, technology, politics and fashion, Ashipa said The Coca-Cola Company was looking forward to promoting unique individuals, creations and innovations that had excelled in their fields.