How Coca-Cola Is Rewriting Youth Engagement: Inside the “It’s That Fresh” Campaign

After a short hiatus, Strath Hits Radio is back and this time with a conversation that dives deep into the future of communications, creativity, and youth culture. In an engaging interview, Andrea Wakori sat down with Paul Victor Oloo, Senior Manager, Communications at Coca-Cola Central and East Africa, to unpack what it really means to connect with Gen Z in today’s fast-evolving digital landscape.

With over 15 years of experience, Paul is no stranger to shaping powerful narratives. From leading the FIFA World Cup Trophy Tour in East Africa to spearheading innovative brand campaigns, his work sits at the intersection of storytelling, strategy, and cultural relevance.

From Storytelling to Strategy

Paul’s journey into communications began long before corporate boardrooms and global campaigns. As a young creative, he was deeply invested in storytelling writing poems, crafting narratives, and exploring the art of communication.

“I’ve always been a storyteller,” he shared. “Communications is about helping people and organizations tell their stories in ways that resonate.”

This foundation led him through broadcast journalism studies, entrepreneurship, and roles with international organizations before landing at Coca-Cola, where he now oversees communications across 15 markets.

Why Storytelling Still Matters

At the heart of modern communications lies one timeless principle: storytelling. But today, it’s no longer one-directional. “Communication is not just about speaking it’s about listening,” Paul emphasized.

For global brands like Coca-Cola, this means understanding audiences deeply, engaging them where they are, and co-creating narratives that feel authentic. And no audience demands this more than Gen Z.

Enter Gen Z: A New Communications Frontier

Gen Z is not just another demographic they are a cultural force reshaping how brands communicate.

“They’re different,” Paul explained. “They know what they want, and they’ll tell you. You have to meet them in their space, in their language.”

This shift has pushed brands away from traditional channels like billboards toward more interactive, digital-first strategies where platforms, creators, and communities take center stage.

 Launch of “It’s That Fresh” Campaign

Launched on February 14, 2026, at KICC with over 5,000 attendees celebrating a “green flags” Valentine’s twist, the campaign targets Gen Z through culture, sports, music, and digital creativity. Featuring performers like Charisma, Scar Mkadinali, and DJ Grouchy, it defied red-themed norms and partied into the rain, proving youth appetite for fresh experiences. Running until May 2026 (with some sources noting April extensions), it expands nationwide via university activations.

Rather than simply advertising to young people, the campaign invites them to participate.

Key Highlights:

• Creator Masterclasses: Interactive sessions in universities where top content creators share their journeys, challenges, and monetization strategies.
• User-Generated Content (UGC): Students are encouraged to create and upload content for a chance to win prizes and gain visibility.
• Campus Activations: From games to live experiences, the campaign meets students where they are on the ground.
• Digital Competitions: Participants can earn rewards based on engagement metrics like views and likes.

How Students Can Get Involved

The campaign is open to all young creators and students eager to explore content creation or simply try something new.

Participants can:

• Join masterclasses hosted in universities
• Submit content through the campaign platform
• Participate in challenges, including dance and creative contests
• Win prizes, including cash and smartphones

Masterclass Explainer

The Future of Communications Is Here

This conversation makes one thing clear, communications is no longer just about messaging it’s about community, collaboration, and creativity. For students and aspiring communicators, the takeaway is simple: Your phone is your toolkit. Your voice is your brand. And your story matters. As Paul puts it, “Create. Put your content out there. You never know where it might take you.”

Strath Hits Radio continues to bring you conversations that matter stay tuned for more insights, stories, and opportunities shaping the next generation.

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This article was written by Hezron Otieno