For years Coca Cola leveraged its sales networks and merchandising power to drive global campaigns at the local level. However, they knew the Ethiopian market, with its intense competition and rapidly changing consumer behavior, would need a fresh approach.

Coke engaged us to apply our experience in needs profiling to build a strategy around relationship marketing. The campaign, which focused on continuous feedback, deployed table games to restaurants that were developed under the global campaign at the time “Coke with meals” for the local market. This provided a fun distraction for customers waiting for lunch and added value to outlets by attracting additional customers. We designed a research method that tracked brand perceptions and relationship formation throughout the campaign. Our work supported Coke in communicating with consumers on a day to day basis by adding value to their lunch experience and understand the impact such a move could have.