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Coke side of life in Tanzania

Through “The Coke Side of Life” creative strategy, the company is using its global resources to drive a multi-media, multi-cultural platform in markets across the world. The fully integrated campaign consists of television, outdoor advertising, print executions, viral marketing, and public relations.

7 May 2007

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".