Coca-Cola Launches Charged Energy Drink in Kenya’s Coastal Region

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Charged crew entertain local during the official launch tour.

Story by Yusuf Abubakar

The Coca-Cola Company has launched Charged, a new sparkling caffeinated beverage, in Kenya’s coastal region as the company seeks to expand its beverage portfolio and tap into the growing demand for energy drinks.

The new drink, which debuted in Nairobi last month, is now available in Mombasa and Kilifi counties in two flavours, Lemon Burst and Electric Pineapple.

Speaking during the launch in Mombasa, Monique Katana, Director of Frontline Marketing at Coca-Cola Kenya, said the company was excited to introduce the product to consumers in the coastal region.

“We are excited to introduce Charged to the coastal region, offering consumers a refreshing boost to power through their day,” said Katana.

She added that the launch highlights the company’s commitment to innovation and its mission to provide a diverse range of beverages that meet changing consumer tastes and lifestyles.

To support the rollout, Coca-Cola and its authorised bottler, Coca-Cola Coastal Bottlers Ltd, have launched a five-day roadshow campaign across key locations in Mombasa and Kilifi counties.

The activation will include music, live entertainment and product sampling in busy areas such as Kongowea Market, Likoni Ferry, Tudor, Shimanzi, Jomvu and Kilifi Town.

Joyce Odhiambo-public affairs communication and sustainability manager cocacola coastal bottlers limited display charged energy drink during coastal launch

According to Loyce Odhiambo, Public Affairs, Communication and Sustainability Manager at Coca-Cola Coastal Bottlers Ltd, the campaign targets active consumers including traders, boda boda riders, students and transport workers.

“Charged brings bold flavours and is designed for active consumers. It is a refreshing way to fuel hardworking people throughout their day,” she said.

Charged is packaged in 330ml bottles and features a thunderbolt-themed design aimed at reflecting the drink’s energetic brand identity.

Following launches in countries including India, Nepal, Vietnam and South Africa, the coastal rollout marks the latest phase of the beverage’s expansion in Kenya.

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