Coca-Cola has announced a strategic 17% price cut on its 500ml returnable glass bottle—popularly known as ‘madiaba’—in Nyanza and Western Kenya, lowering the price from KES 60 to KES 50.
The move, part of a new three-month regional campaign dubbed ‘Shika Mzito’, reflects the beverage giant’s sharpened focus on grassroots market engagement and volume-driven growth in high-consumption rural and peri-urban areas.
The promotion spans ten counties—Kisumu, Homa Bay, Migori, Siaya, Kisii, Nyamira, Kakamega, Bungoma, Vihiga, and Busia—a region long regarded as a cultural and commercial stronghold for the Coca-Cola brand.
While the campaign is outwardly framed as a celebration of community resilience and everyday heroes, it is also a targeted market expansion effort that leverages brand loyalty to deepen regional penetration and stimulate daily consumption.
“Nyanza and Western are known for their strong community bonds. Coca-Cola’s iconic 500ml pack has always been a part of these connections,” said Weslene Orwoba, Senior Marketing Manager, Coca-Cola Kenya. “With ‘Shika Mzito’, we’re recognizing and rewarding that loyalty.”
The 500ml glass bottle—often favored for its perceived value and lasting chill—is a high-volume SKU in rural Kenya, frequently consumed during social gatherings, sports events, and mealtimes.
By lowering its price point to KES 50, Coca-Cola aims to drive impulse buys and make the product more accessible to lower-income consumers, particularly in informal markets, kiosks, and roadside eateries.
Orwoba said the price move is intended to meet consumers “where they are,” tapping into the cultural rhythm of the region.
“Whether it’s after a long day in the farm, during a boda ride break, or while cheering on a football team, these are moments where community comes alive—and Coke is right there in the middle of it.”
The campaign is also a savvy nod to the region’s deeply embedded football culture—home to legendary clubs such as Gor Mahia, AFC Leopards, Kakamega Homeboyz, and Shabana FC. These affiliations offer Coca-Cola organic visibility and resonance, especially among youth and sports fans.
Analysts say the price cut could deliver twin benefits: short-term volume growth through increased purchases, and long-term brand entrenchment in a market that remains vital to Coca-Cola’s regional strategy.
“It’s a smart play,” said a Nairobi-based FMCG market analyst. “The 500ml glass bottle is cost-effective to produce and circulate, and this kind of price elasticity in loyal markets can deliver serious lift in sales—especially if paired with strong last-mile distribution.”
The campaign also repositions the 500ml bottle as more than a beverage—as a symbol of recognition and pride for hard-working everyday consumers: farmers, artisans, boda riders, teachers, and informal workers. In doing so, Coca-Cola aligns the product with emotional relevance, deepening its cultural footprint while enhancing brand equity.
“With ‘Shika Mzito’, Coca-Cola isn’t just offering refreshment—it’s offering recognition,” Orwoba added. “And when brands resonate with people’s daily struggles and joys, they don’t just sell—they stick.”
The campaign runs from May through July 2025, with additional support expected via local activations, retailer partnerships, and community events designed to boost visibility and trial.
KTMN Reporter 
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