Coke launched this strategy in South Africa last year and is now moving market by market throughout Africa.
The roll-out in sub-Saharan Africa has commenced in Tanzania with high impact outdoor advertising. This forms part of the global multi-year partnership between Coke and Clear Channel Outdoor internationally.
One of the twists of the campaign is the format of a truncated Coca-Cola logo, which has drawn quite a lot of attention with its deliberate play on the slogan "Live on the Coke side of life".