Coca-Cola crowned 2012 marketing champs

HARARE - The Coca-Cola system was the biggest winner of the 2012 Zimbabwe Marketing Efforts Awards hosted during the Marketers of Zimbabwe Convention held in Victoria Falls recently.

Coca-Cola and its bottlers, Delta Beverages and Schweppes Zimbabwe Limited scooped four awards during the annual event hosted by the Marketers Association of Zimbabwe (Maz).

The beverage companies came first in the Outstanding Promotion Campaign with the life changing, “Pimped Up Ride Promotion” and third in the same category with their innovative Minute Maid Pulpy launch.

The Minute Maid launch came first in the outstanding new Market Entry category while Delta group marketing director, Maxen Karombo, was crowned Outstanding Marketing Personality of 2012.

Minute Maid Pulpy orange which has been well-received and selling beyond expectations since its public launch in August, claimed two awards.

The Minute Maid portfolio of beverages, with more than 100 different flavours and varieties, is produced by the Coca-Cola company, the world’s leading marketer of premium fruit juices and drinks and manufactured by Schweppes Zimbabwe Limited.

The brand is a naturally refreshing orange juice drink containing the natural goodness of real orange fruit juice blended with real orange pulp bits that give the beverage a unique texture and a unique sensory experience.

The introduction of the Minute Maid brand witnessed the arrival of a billion dollar brand from Coca-Cola company that is doing very well the world over.

This was to support increased capacity of the newly commissioned hot-fill line through creating a consumer pull that offers consumers more choice and grow the business through local production of juices.

The brand has built consumer connection, driving recruitment and is growing brand love.

To attain the above goals an all-round integrated marketing Communications strategy was adopted that touched consumers at a variety of touch points.

The unique elements of the launch were the popular street activations.

The activation played a big part of the Minute Maid Pulpy Orange consumer launch.

The campaign created hype, awareness and excitement for Minute Maid Pulpy with Minute Maid Trucks being designed to depict farm barn sheds, branded with the campaign themes of “Where is the pulpy.” The Trucks  drove around during peak traffic times, with hoards of brand ambassadors (of up to 30 farmers per truck) “turning heads” and creating awareness of the brand.

The launch was a huge success as it achieved set objectives that included full new machinery utilisation and volume growth of 11 percent above plan.

Over 100 000 consumers sampled the brand within a month of launch, public relations value of over $200 000 generated for the brand within two months of introduction.

The country has high top of mind awareness of the brand that has led to increased brand love with a very high potential for export to other markets within Sadc.

The Coca-Cola Pimped Up Ride promotion was launched as part of Coca-Cola’s 125th year in the world and 64th year in Zimbabwe.

This was a way of giving back to the society and saying thank you to the wonderful consumers.

Ten lucky winners got vehicles with many others getting some complementary prizes as well.

The award-winning campaign Pimped Up Ride promotion created massive consumer excitement around all Coca-Cola brands during the festive summer period starting October 2011 into early 2012 creating increased capacity support for the newly commissioned RGB line that saw a volumes growth from between seven percent being realised.

“Everyone wants “blingage” i.e jewellery, tattoos, designer wear, “pimped up” rides etc.
“Pimpin’ up your ride was not only making it better, but adding aspects of “you” so it became a reflection of what people were, being personalised.

“The vehicles were moderately pimped-up with low-profile rims and tyres, speed strips, state-of-the art sound system and iPods.”

The promotion was a huge success and Coca-Cola achieved its objective of giving back to the consumers and dealers.

Supporting increased capacity of the new RGB line through creating a consumer pull with volume growth of between nine percent above budget.

Other winners at the Maz wards included Mbada Diamonds which claimed the Outstanding Corporate Social Responsibility award and Powertel which clinched the Outstanding Marketing Effort accolade.

The awards were based on nominations, with a panel of industry experts adjudicating to come up with the winners.

The Marketers Association of Zimbabwe is a respected voice and  body for marketers of Zimbabwe. - BUSINESS WRITER

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