The official PepsiCo franchise bottler in Kenya, SBC (Pepsi Kenya), has launched a major festive season initiative, committing KSh 30 million (approx. $190,000) to a high-impact, experiential campaign dubbed “Fizzmas.” The strategy aims to position the full Pepsi beverage portfolio—including Pepsi, Mirinda, Sting Energy, and Aquafina—at the center of Kenya’s busiest social and retail moments this December.
The investment underscores Pepsi’s aggressive drive to capture a larger slice of Kenya’s soft drinks market, which is valued at over $3.74 billion.
Unlike conventional campaigns that rely on consumer purchase mechanics, SBC’s “Fizzmas” is anchored on delivering experiential value. The campaign is structured around the core message: “Everything Else Can Wait, It’s Christmas.”
The rollout focuses on high-footfall environments, including cultural events, major mall takeovers, and key holiday travel corridors. Pepsi has secured significant foodservice partnerships, activating “Fizzmas” across Simbisa Brands outlets, which include popular chains like Pizza Inn, Chicken Inn, and Galito’s.
The campaign also targets holiday travelers through a collaboration with Shell petrol stations, offering product sampling and festive experiences along major routes.
John K’Otieno, SBC’s Country Manager, stated that the campaign is designed to meet consumers “where they already are; at concerts, in malls, on the road and in shared social spaces.”
“This season is about fun, connection and shared experiences, and instead of asking consumers to participate in mechanics, we are giving them better environments, better access and better moments as they come together to enjoy a great Christmas,” K’Otieno noted during the launch.
From a commercial perspective, SBC views the festive activation as a critical tool for expanding its national distribution and recruiting new consumers.
Martin Kariuki, SBC Kenya’s Business Development Director, emphasized the strategic role of the timing. “Fizzmas allows us to reach new consumers… on the road, at events, in restaurants and across communities,” he said. He highlighted that the season provides a perfect window to introduce the breadth of the portfolio—from Mirinda mixers to energy variants like Sting—to millions of potential customers.
The campaign is running alongside the ongoing “Kunywa Airtime na Pepsi Millennium Campaign,” which offers digital rewards like airtime and data, blending physical experiences with digital incentives. The “Fizzmas” initiative is set to run through the peak festive travel and gathering period into early January, strategically coinciding with the back-to-school season.
The significant KSh 30 million allocation signals SBC’s commitment to deepening its cultural relevance and growing local market share against competitors in one of Africa’s most substantial beverage markets.
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