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.
Everything we do is sourced from here, we are a global company but also a local company.
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.Coca-Cola Light is more focused on females, yet Zero appeals to men and women.
Men don’t want to have the former.
The marketing approach has also been heavily concentrated on outdoor and TV advertising in the region.
Despite the supremacy of its Coca-Cola, Coca-Cola Light, Coca-Cola Zero brands among consumers, the company’s other beverages Fanta, Sprite, Canada Dry, Arwa Water have gained momentum.
Coca-Cola Light is more focused on females, yet Zero appeals to men and women.
“In the UAE, we are number four in the water category and in some markets we are number one. Sprite is number two in the soft drinks category.
Fanta is also gaining a lot of market share, and Canada Dry is mostly targeting Asian consumers.”
As part of its unwavering interest in corporate social responsibility(CSR), the company’s Middle East operation deals with local suppliers and in turn has ratcheted up investment in the quality of the region’s manufacturing sector by working with sugar, bottling and aluminium companies.
“Some of the suppliers are not up to the standard so we invest in them and bring them up to our standard as when it comes to quality, we are very tough.
• The UAE, Saudi Arabia and Bahrain are placed as the GCC’s strongest markets. “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. “Sugar is bought in the region, bottles are from the UAE and Saudi Arabia, and lids from across the region,” insists Amer Ahmed, public affairs and communication manager for the Middle East, The Coca-Cola Export Corporation – Bahrain.
• The company recently launched Coca-Cola Zero in the Middle East, geared towards young men and women aged between 19 and 29.
• Through the world’s largest distribution system, consumers in more than 200 countries enjoy the Company’s beverages at a rate exceeding one billion servings daily.
• Coca-Cola Middle East markets brands including Arwa, Fanta and Sprite.
We have a technical team that will sit with them and ensure regulations and policies are put in place. The quality control checks are on a daily basis.”
Fighting water waste has emerged as a primary concern on the grand CSR plan, according to Ahmed.
“To produce one litre of Coca-Cola, you need 3.5 ltrs of water.
For each litre of Coca-Cola, we are now aiming for there to be 1ltr of water; we are working with local governments on water waste and recycling programs. We are upgrading the bottlers’ machinery to reduce the amount of water used.”
The company has become involved in irrigation initiatives benefiting farming families, and has pioneered a program to provide pure drinking water to underprivileged schools in Saudi Arabia.
Coca-Cola Middle East has, essentially, integrated environmental stewardship into many of its business decisions, focusing on the areas where it could have the greatest influence and could do the most good, in efforts such as environmentally friendly refrigerators, packaging, recycling and projects for charity.
“We work with partners to enhance efficiency and address environmental challenges that affect society and our business.”
Such partners have included the UAE Government, Saudi Water Ministry, ministries of education, Jordan River Foundation, and Emirates Environmental Group.
Schools.com, a scheme has provided IT labs to students at schools with limited resources across the region, while Hospital Libraries prompted the delivery of books, furniture, toys, and computers in Jordan, Lebanon and Palestine.
“Beyond our support to schools, we have taken ‘drops of hope’ to places where they are needed most; reaching out to children’s hospitals by donating libraries to lift spirits and ease pain.”
What is Ahmed’s ambition for Coca-Cola? He responds exuberantly: “Our aim is to be the number one brand in the Middle East.
Rafik El Toukhi, president – Middle East Business Unit for Coca-Cola Middle East said the move was spurred by the “remarkably successful four years” with Nancy Ajram, which pushed the company to capitalise on the “importance and impact of dynamic brand ambassadors in the region.”
“Based on our extensive market research on popularity, personality and suitability for the Coke Side of Life, our choice naturally fell on Tamer Hosny.”
The deal is part of El Toukhi’s desire to widen the brand’s appeal in the region, particularly in Saudi Arabia.
“In a nutshell, the man with the most enchanting voice was a choice that makes perfect sense for Coca-Cola, both strategically and as a representation of what Tamer encompasses as an artist.”
“Coca-Cola is a brand that encourages joy, a love for life, vitality and most importantly, music,” Hosny commented.
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