As many people around the world make healthy lifestyle choices around the intake of sugar, one company that often suffers from accusations of producing products with high sugar content is the Coca-Cola Company. And from my live Periscope coverage of the launch of Coca-Cola’s new ‘Taste The Feeling’ campaign in Dubai, it was clear that sugar has become a barrier between many consumers and the world-renowned soda drink – as several viewers of my live feed ‘popped’ questions about the amount of sugar in Coke.
Well, in many ways than one, that is what Coca-Cola’s ‘Taste The Feeling’ campaign hopes to do – give choice to consumers to choose which variant of Coca-Cola suits their needs. According to the Coca-Cola Company, over the years it has tried to create awareness for the many variants of Coca-Cola, including the low or zero sugar products. However, consumers failed to fully buy into the other variants largely because of their emotional attachments to the iconic Coke Classic. Consumers felt that taking the other options such as Diet, Zero, Life and Light isolated them from being part of the real Coca-Cola experience. Therefore, consumers felt that separate adverts/campaigns on those other variants were aimed to take them away from the iconic Coca-Cola that everyone knew, thus these campaigns were not successful around the world.
The new strategy with ‘Taste The Feeling’ is to bring all of these variants under one brand and have a common campaign for them. Therefore the new adverts for Coca-Cola will have all variants in one commercial, without singling out any specific one. That way, consumers would feel that all variants are part of one big Coke family. Then it would eventually come to a matter of choice based on age, mood, and other lifestyle choices.
As many as 10 exciting TV commercials, 100 campaign images, a new music anthem and audio signature were unveiled during the launch in Dubai.
According to Marcos De Quinto, Chief Marketing Officer at Coca-Cola Company, similar events will be held around other regions of the world to gradually roll out the new strategy based on variants available to those specific regions.
The ‘Taste The Feeling’ campaign comes amid increasing voices being heard about more healthy and sugar-free diets. Responding to the question on whether such calls constitute a major challenge to Coca-Cola, De Quinto said:
“Soft drinks are not bad, not bad at all. The problem is consumption of sugar. Soft drinks, some of them, have sugar. But sugar can be found in many products. The difference is that the Coca-Cola company, first of all, has launched a range of products that gives choice to consumers and they can choose a sugar version or a non-sugar version. So you don’t have to abandon your product and your brand, because they all have the same brand and they all have the same personality. The only thing is that we, sometimes, attract a lot of attention because of importance of the brand.”
Rodolfo Echeverria, Vice-President, Global Creative Connections and Digital at the company also revealed that ‘Taste The Feeling’ will come in many languages. The campaign is expected to launch in Ghana in March, and i cannot wait to see how ‘Taste The Feeling’ would be presented in Ghana.
Delta Airlines is focused on being reliable with its business in Ghana
One of America’s major Airlines, Delta Airlines has reaffirmed its unwavering commitment to the Ghanaian market, signaling a strong dedication to fostering air travel connectivity in the country.
As a major player in the global aviation industry, Delta acknowledges the importance of the Ghanaian market and underscores its commitment to providing top-notch services for passengers traveling to and from Ghana.
The Managing Director of International Communications for Delta Airlines, Rahsaan Johnson in an in interaction with Ghanaian media at the Atlanta Headquarters of Delta, emphasised the airline’s commitment to reliability within the Ghanaian market. Dispelling rumors circulating mainly on social media platforms that the aircraft serving African routes, particularly Ghana, are obsolete or unsuitable for travel, Rahsaan highlighted Delta’s strategic focus on ensuring a dependable and consistent air travel experience for passengers in Ghana.
He further touched on the several awards Delta Airlines has received, highlighting its consistent recognition as the most distinguished airline in the United States for customer service, satisfaction, reliability, and punctuality.
“I would say Delta is first of all the most awarded airline in the United States of America. For several years, at least 10 years, Delta has had the highest ranking in customer service, customer satisfaction, reliability, fewest cancellations and most on-time performance,” he said
Rahsaan Johnson to a greater extent disclosed that customers traveling from Accra have consistently rated Delta among their top choices for satisfaction across Africa, Europe, and the Middle East.
“Our focus in Ghana is to uphold the already high levels of customer satisfaction. Passengers flying with Delta from Accra consistently provide us with some of our highest satisfaction ratings across Africa, Europe, and the Middle East,” he emphasized.
While addressing concerns about aircraft selection, Rahsaan, made known that the multiple award-winning airline operated a diverse fleet capable of serving global destinations, stressing that the planes deployed on Ghana routes are also used for flights within the United States, Europe, South America, and beyond.
He specifically asserted that the Boeing 767-300 aircraft used for flights to and from Ghana, also caters to some of Delta’s most valued customers on routes like New York to Los Angeles.
In the words of the director, “The 767-300 airplane that we fly to Ghana carries some of our highest-paying customers en route between New York and Los Angeles for example. The aircraft that we fly to and from Ghana, is the right size aircraft for us to be financially successful in Ghana.”
“What we want to do is to have a strong business that allows us to give the right amount of service to the community so that we can fly that route every day, so we can fly that route and be successful. The alternative is a larger airplane for fewer flights a day or fewer flights per week,” he added.
With air travel playing an integral role in connecting nations and fostering economic and cultural exchanges, reliability becomes a cornerstone for airline success. As Delta continues to operate in the Ghanaian market, its commitment to reliability is not only a commitment to punctuality but also an assurance of consistent service quality. The airline industry is highly competitive, and Johnson’s statement signals Delta’s intent to distinguish itself through a reputation for reliability.
Delta has operated nonstop service from Accra to New York-JFK since December 2006. Delta currently operates a daily flight and has overall, transported more than 1,350,000 customers between Ghana and the United States since 2006.
Africa Games Armwrestling: Golden Arms to grab Golden Gold for Ghana, receives boost from NHIS, HD+, KOFATA and others.
The National Armwrestling team, Golden Arms has set an ambitious target of securing a third of Ghana’s total medal haul at the forthcoming Africa Games scheduled for March 08 to 23,2024.
Coming into the Games for the first time, the Golden Arms are poised and ready to make history again in order to add up to Ghana’s medal haul towards its host and win agenda.
Mr. Charles Osei Asibey, President of the Ghana Armwrestling Federation (GAF) said the team being in camp since February is unprecedented in their preparation for any major championship thus super ready to deliver at the continental stage on promise.
“We are ready to give the rest of Africa a tough competition as always. We have medals targets for Ghana, my hardworking team has had enough preparations and I am convinced they will show up to put up a good show.”
Currently in camp at Legon, the Golden Arms have received major boost from the Armwrestling board, development partners National Health Insurance Authority (NHIA) through their sports is good health agenda spearheaded by CEO Dr. Oko Boye, SES HD Plus through the Kids Armwrestling future champions program, Kofata Motors, the Ghana Olympic Committee (GOC) through the federations support, Minister and Ministry of Youth & Sports who ensured Armwrestling is well placed, the Local Organizing Committee and friends, all to get the team thrive at the 13th Africa Games in Accra. The various support directed towards training equipment, medics, team preparation, kitting and other logistical needs.
Mr. Osei Asibey urged Ghanaians to rally behind the team as they go in to conquer the rest of Africa on March 15 and 16, 2024 at the Cedi Hall, University of Ghana.
The Ghana National Armwrestling Team, the Golden Arms having dominated the continent for the past yeare, will hunt for Gold and bring Ghana that glory it deserves.
Holy Child alumni illuminate the path forward amidst national school power crisis
In recent times, the narrative of power challenges in Ghanaian schools has escalated, with numerous public institutions such as Mfantsipim School, Accra Academy, and Mondo Senior High Technical School among others facing abrupt electricity disconnections.
This persistent issue highlights the dire need for sustainable solutions in powering educational facilities, crucial for maintaining the quality of education.
Stepping into the spotlight with a pioneering initiative, the 1999 alumni of Holy Child School have set a remarkable precedent.
In a bid to combat these electricity woes, these visionary women have successfully funded the transition of their alma mater to 75% solar energy. This initiative not only addresses the immediate problem of power outages and financial strains on the school’s budget but also serves as a beacon of climate-positive action with the potential for carbon credit benefits.
Founded in 1946 by the Society of the Holy Child Jesus, Holy Child School has long stood as a bastion of educational excellence and societal impact in Ghana. Its alumni include distinguished personalities such as Ghana’s Ambassador to France, Anna Bossman; Goldman Sachs Vice President, Sabina Dankwah; and University of Ghana’s Vice-Chancellor, Prof. Nana Aba Amfo, to name a few.
The Solar Project
This solar project, a gift from the 1999 alumni commemorating their 25th anniversary and coinciding with the school’s 78th speech and prize-giving day, symbolizes a profound act of giving back and forward.
In an exclusive interview with the Business and Financial Times, engineer Ing. Mrs. Sheila Enyonam Akyea, president of the year group, shared: “This project builds on the foundation laid by our predecessors. We’re thrilled to extend their initial contribution, ensuring every corner of our school benefits. It’s our way of ensuring current and future students receive the same level of empowerment and opportunity we had.”
Project’s Committee Chair Ing. Mrs. Teresa Kyei-Mensah, mentioned the substantial investment the solar installation demands, emphasizing ongoing fundraising efforts.
she said: “Once completed, the initiative promises significant savings for the school and, by extension, the Ghana Education Service, redirecting funds towards essential educational resources,” she added.
Solar power, increasingly recognized for its affordability and environmental benefits, stands as a viable solution for Ghana’s educational sector and its broader climate goals. With abundant sunshine year-round, Ghana is ideally positioned to harness solar energy, reducing the financial burden on public resources while contributing to global carbon reduction efforts.
The project was completed in January 2024 after a 1-month testing phase. The year group eagerly anticipate the handover ceremony at the 78th Speech and Prize-Giving Day of Holy Child School in Cape Coast on Saturday, 9th March 2024 marking a significant milestone in their commitment to sustainable development and quality education in Ghana.
This initiative not only lights the way for other schools grappling with similar challenges but also underscores the powerful impact of alumni engagement in shaping a brighter future for the next generation.