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Coca-Cola launches 3-year promotional campaign

Lerato Matheka MASERU — Coca-Cola Africa on Friday launched a three-year promotional campaign that it says seeks to correct negative perceptions about Africa. The campaign has been dubbed the “Africa Happiness Manifesto”. Speaking at the launch in Maseru on Friday, Maluti Mountain Brewery marketing manager, Lehlohonolo Makhoali, said the campaign will encourage Africans to take pride in their own continent. He said too often Africa was associated with negative things such as disease, war, corruption and poverty when in reality most international companies are migrating to Africa because of its huge “developmental potential”.

“The campaign is meant to encourage Africans to have pride in being an African at all levels of life for it is beautiful to be an African,” Makhoali said.

Makhoali said the mere fact that most international businesses are investing in Africa “is reason enough for Africans to take pride in the continent”.

He said the campaign is not only going to instil love for Africa but to also celebrate our African heroes who are making a mark at international level.

“We are going to get Lesotho on board in the celebrating of embracing Africa with the theme A billion reasons to believe in Africa.”

He said during the campaign they will also be celebrating the unique talents associated with Africans. “Because Coca-Cola knows, understands, lives and breathes Africa; only Coca-cola can influence positive attitudes amongst Africans by claiming its role as the icon of happiness and the beacon of optimism,” Makhoali said.

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