DAR ES SALAAM: Coca-Cola Kwanza is stepping up efforts to capture a larger share of youth consumer market, combining portfolio expansion, retail reach and digital engagement as competition intensifies across the beverage industry.

The company is using music, social media creators, university activations and consumer experiences to strengthen connections with younger consumers and respond to changing tastes in Tanzania’s soft-drinks market.

The strategy includes the launch of a new addition to the company’s beverage portfolio Fanta Berry that is being rolled out through selected retail outlets, supermarkets, universities, kiosks and trade outlets across the country.

The new flavour is being supported by the ‘Kipapli’ campaign, which uses music, dance, fashion, creator culture and on-ground experiences to engage consumers.

Coca-Cola Tanzania Senior Marketing Manager, Kabula Nshimo said the new product reflects the company’s effort to provide more variety as consumer preferences evolve.

“We’re thrilled to bring even more variety to Tanzanians with this vibrant addition to the Fanta family,” Nshimo said.

The launch comes with a series of consumer activations designed to increase product awareness and encourage direct interaction with the brand.

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Coca-Cola Kwanza launched a promotional convoy from its Mikocheni plant, with stops in Ubungo, Mabibo, Buguruni and Temeke before ending in Mbagala.

Consumers at the stops were offered tasting experiences, entertainment and interactive activities.

The company is also targeting Tanzania’s growing creator economy through challenges designed to encourage young people to produce digital content and expand their online influence.

The campaign includes university engagements, trade-market ‘Berrification’ activities, influencer collaborations and the KipapliChallenge social-media campaign.

The strategy reflects a broader shift in consumer marketing, with beverage companies increasingly using digital platforms and experiential campaigns alongside traditional retail distribution to build brand loyalty among younger consumers.

Coca-Cola Kwanza General Manager, David Chait said the company’s beverage portfolio was designed to respond to the preferences of Tanzanian consumers while creating products and experiences that bring people together.

“Our diverse beverage portfolio reflects our dedication to meeting the preferences of Tanzanians,” Chait said.

The launch also provides Coca-Cola Kwanza with an opportunity to deepen its engagement with consumers beyond conventional product marketing by linking the brand with entertainment, digital creativity and youth culture.

As competition in Tanzania’s beverage market evolves, companies are increasingly seeking to differentiate products through flavour innovation, distribution, cultural relevance and direct consumer engagement.