Coca-Cola's new global campaign Taste the Feeling got off on a great start in Nigeria where it was unveiled on April 15 with a memorable launch event on ‘Coke Island’ – a ‘floating island’ improvised for the occasion on a large barge that was anchored on the Lagos lagoon.
The stylish launch party attended by the crème de la crème of social influencers from the media, music and movie worlds as well as Coca-Cola consumers, customers and system associates, has set a new standard for the innovative world of event activation in Nigeria. Two of Africa’s leading music icons, 2Face and Yemi Alade, thrilled guests with live a performance of their Taste the Feeling anthem collabo on a fabulous stage equipped with 32 x 8 ft-foot audio-visual screen.
on Coke Island was preceded by a media briefing and a fun-packed System launch attended by over 200 associates. About 12 associates competed for the most exciting rendition of the Taste the Feeling anthem, and this was followed with a live performance by Adekunle Gold, a fast rising music star, to unveil his local remix of the anthem that continues to resonate with the public.
The campaign trended in Nigeria on the launch date, as celebrity and media guests buzzed on Twitter, Instagram and Facebook with images and comments from the event on ‘Coke Island’. By the third week, Taste the Feeling anthem ruled the airwaves on many radio stations and shot to the number one spot on the music chart and saw over 202,000 downloads – about 90 per cent of the three-month target. The campaign also had about 1.079 million reach on Facebook and 76 million impressions on social media in that period.
Pamela Peter-Vigboro-Leesi, Miss Nigeria 2015, reminisced about her special Coke moments at university, “My friends and I had a long-standing tradition where after lectures, we would all go share a bottle of Coke. It was lovely sharing Coke with friends.”
Beyond the social media and airwaves, Taste the Feeling is also strongly felt in the streets and in trade through billboards with spectacular visuals and through impactful activations across our trade channels.
“Taste the Feeling campaign is about bringing back the love for brand Coke. We are looking forward to sparking off among our consumers a re-connection with the brand and its values”, said Patricia Jemibewon, Coca-Cola Nigeria’s Franchise Marketing Manager.