Social manoeuvres

The world's biggest beverage company has engineered 'aggressive' programmes for the Middle East market.

"Nancy has managed to attract a lot of male customers, while Tamer's charm has targeted females.

They're worth every penny we spend on them."

Amer Ahmed, public affairs and communication manager for the Middle East, The Coca-Cola Export Corporation - Bahrain, is referring to the impact of brand ambassadors Tamer Hosny and Nancy Ajram on sales, having positioned celebrity endorsements as a central driving force in the soft drink giant's future strategy.

The company recently joined forces with Egyptian singer Hosny, after Ajram's appearances with the products secured ultimately visibility, to the extent that "our market share has been on the rise all the time."

The UAE, Saudi Arabia and Bahrain are currently placed as the GCC's strongest markets, and the company has built an empire of 23 bottlers across the region.

"In the UAE, we have about 40% market share."

The global phenomenon may well have a presence in 200 countries, yet its commitment is firmly directed towards creating local benefits.

"Since we re-launched in 1992, we have created 20,000 jobs in the region directly or indirectly.

Everything that we do in the region is sourced from here. Sugar is bought in the region, bottles from the UAE and Saudi Arabia, and lids from the region" Ahmed stresses.

"With competitors, everything is imported. We are a global company but we are also a local company."

As part of its global launch in 53 countries, the "excellent response" to the debut of Coca-Cola Zero in the Middle East has exceeded all expectations in all of its markets, according to Ahmed.

He explains that the brand's success lies predominantly in its ability to appeal to both males and females.

The brand extension has bypassed being labelled as a diet drink, a factor which witnessed Coca-Cola Light catch the attention of females, and put males off.

"We're targeting young people between the ages of 19 and 29.

It's zero calories and zero sugar, yet consumers are not compromising on the taste. That's our strategy.