When you see
this title you will probably remember Eddie Murphy’s 1987 hit movie Coming to
America. In this comic movie a young prince by the name Hakeem comes from
Africa in pursuit of a wife, all this time hiding that he is wealthy. After
finding his wife he finally reveals he’s a prince and they live happily ever
after.
This time, it’s
coming to Kenya, a wealthy drink coming to Africa, the last frontier – Kenya,
to be specific. Pepsi have landed in Kenya, and not for a honeymoon –they are here
to stay.
Reports indicate they opened a 2.6 billion shilling plant in Ruaraka which
manufactures six of its flavours.
Though Pepsi
has come into a new market it faces its old arch-enemy Cocacola.
For decades Coke has had the Kenyan market share, but now competition is here and Kenyans will
enjoy all the benefits that come with it. For example, the price wars have
already begun as Pepsi reduces its cost to cater to the average Juma.
Signs of
Pepsi marketing are evident in the supermarkets where they have put coolers for
their drinks, among other obvious takeover shots.
Pepsi’s
current slogan is ‘Dare for More’, currently occupying one of the hugest billboards
in Nairobi at Nyayo Stadium. This right here is an example of the epic war; Pepsi
has the biggest bill board in the
compound of Nyayo stadium, yet Coca Cola has painted the outer walls of the
stadium red – Coca Cola colours and insignias. In fact, at some point it was
called the Coca Cola stadium! I think they should just make a movie called
World War Drinks: Battle for Kenya. We are yet to see how Coca Cola will
respond. As for their current theme ‘Africa, let’s go crazy’… I think it’s
incomprehensible. Their billboard on Uhuru Highway says ‘Open happiness, Africa
lets go crazy’.
Too many ideas and themes on one billboard. Not Coca Cola at
all. Remember the days of ‘Brrr!’ and ‘Live on the Coke side of life’? Now that
was marketing. Coca Cola are losing their Midas touch, while Pepsi are slowly
and steadily growing.
In line with
the Pepsi slogan, they truly have dared for more by coming to Kenya. Now let us
wait and see their marketing prowess. Hopefully they will make a television
commercial with black Kenyan people…
