Kampala, Uganda — Coca-Cola is taking the excitement of the English Premier League directly to Uganda’s university communities as part of its “Essawa Yonna Kisoboka” campaign.
The campaign is creating a series of experiences designed to connect young people with football, music, entertainment, creativity and Coca-Cola.
The approach was recently demonstrated at the KIU Fresher’s Ball, which brought together more than 1,000 students from KIU, Kyambogo University, Makerere University and MUBS.
Students were treated to a combination of entertainment and football-themed experiences curated by Coca-Cola, with artist Kapeeke helping to create an energetic atmosphere for the young audience.
The campaign has also extended its experiences to events such as the Buganda Royal Mr & Mrs event, where young people were able to interact with Coca-Cola through curated brand experiences while celebrating talent and entertainment.
The university focus is deliberate.
Universities provide a vibrant environment where football, music, fashion, digital culture and social interaction intersect. For Coca-Cola, they also provide an opportunity to engage young people in the spaces where they spend time, create content and build communities.
Beyond entertainment, the “Essawa Yonna Kisoboka” campaign is encouraging students to become active participants through a content creation competition.
Young creators can develop content around their football experiences and compete for monthly cash prizes of up to UGX 1 million.
The opportunity has already attracted students from different parts of the country.
Dherrick from Gulu University sees the competition as a platform to turn his passion for the Premier League into a creative voice.
For Jonath Mee from MUST, the initiative provides a stage to express his passion for football while sharpening his content creation skills.
Meanwhile, Jade Billz from Makerere University believes the competition demonstrates how young people can turn creativity and passion into something meaningful through courage, consistency and hard work.
The different perspectives demonstrate the range of opportunities Coca-Cola is creating through the campaign — from entertainment and community engagement to creativity and skills development.
As the campaign progresses, Coca-Cola will continue going across different universities and curating experiences that allow young people to connect with the EPL in ways that reflect their interests and lifestyles.
For the students, it means more opportunities to experience football together, create memorable moments and showcase their creativity.
For Coca-Cola, it is a way of bringing its association with the Premier League closer to the young Ugandan consumer.
And for everyone involved, there is one message at the heart of the campaign:
Essawa Yonna Kisoboka — anything can happen before the final whistle.
