Coca-Cola ventures into energy drinks as demand for soda shrinks

CCBA managing director Conrad Van Niekerk (right),  public relations and communications director, Simon Kaheru (centre) and commericial director Patrick Oyuru launching the new brand Power Play on Friday morning. Photo by Badru Afunadula.

KAMPALA–Announcing its performance for the second quarter of 2017, Coca-Cola reported a 60 percent drop in profits to $1.4 billion and a 16 percent decline in revenues to $9.7 billion globally.

At the same event, it revealed it was rethinking its strategy and was to venture into producing other drinks including energy drinks.

And true to their plans, the beverage company today launched its energy drink ‘Power Play’ in Uganda.

Launching the brand today, Coca Cola Beverages Africa (CCBA) managing director Conrad Van Niekerk said: “We are proud to introduce a high quality and trustworthy global energy drink into Uganda. With the current trend of busier schedules and more complicated lifestyles, people need an energy boost on a daily basis and this product provides the perfect offering. Power play celebrates the Ugandan culture of ‘Work hard, Play hard'”.

“Whether it is long hours at work, the hustle on the street, dodging traffic on boda boda, studying through the night, dancing and celebrating culture, Power Play is an appropriately refreshing drink,” he added.

The brand will feature well with extreme sport enthusiasts and is tipped to be a good blend for people excited by speed, high energy, flash and instant thrill.

Launched under the tagline “Charginga Ne power play”, the brand is positioned towards the need for a quick and effective energy boost.

On his part, the CCBA Commercial Director Patrick Oyuru said ‘Power Play’ Energy drink is designed to give consumers the best value for money per volume consumed.

“At only Shs2,000 for a 400ml pack, consumers will be guaranteed a uniquely delicious flavor. With its communal, expressive, creative and uplifting style, Power Play Energy Drink will energize, refresh, and stimulate you instantly.”

Power Play is now available at all official Coca-Cola Distributors across the country.

The Power Play launch at CCBA Head Offices in Namanve was marked with adrenalin rising excitement from a parade of play truck race with baggies, bikers, dancers and comedians.

Power Play is represented by an energetic icon bearing the image of a Griffin that shows the winning and play hard attributes.

The Griffin is a combination of a lion (King of the jungle) and an eagle (King of the birds) summarising Power Play energy drink impact; Fierce & Gentle, Wild & Tamed for the Mind & Body.

Derrick Mutumba, a boda boda rider at Oilcom stage in Namanve had this to say after tasting the brand, “Ate kano Coke kereese kakabi, energy drink mungi ate akawowo kakabi mwana, namaanyi otandikirawo! Kyakabi” translated as “This is a superb energy drink with a great taste! The energy is instant.”

Power play joins a market already dominated by Rock Boom, which is produced by Riham Cola. The other energy drink under this category is Sting, produced by Pepsi.
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