Pepsi rolls out Sh30m “fizzmas” campaign as Kenyans head for festivities

Martin Kariuki, SBC Kenya’s Business Development Director, speaks during the Fizzmas launch, highlighting the campaign’s role in expanding consumer access and strengthening nationwide brand engagement during the festive season/HANDOUT Pepsi Kenya has launched a Sh30 million festive-season campaign, rolling out a series of consumer-facing activities across major towns, travel routes and retail spaces during the December holiday period.

The campaign, dubbed Fizzmas, will run through Christmas into early January, coinciding with peak travel, shopping and social activity.

According to the company, the initiative is designed to align its beverage brands with public spaces where Kenyans traditionally gather during the festive season.

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Fizzmas is being implemented across shopping malls, entertainment venues, petrol stations and food outlets.

Speaking during the launch, SBC’s Country Manager John K’Otieno said the campaign focuses on presence rather than consumer competitions.

“Fizzmas is built to meet Kenyans where they already are; at concerts, in malls, on the road and in shared social spaces,” K’Otieno said.

“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.”

As part of the rollout, Pepsi has partnered with other brands extending the campaign into popular dining and takeaway locations nationwide.

The company is also working with petrol stations, targeting holiday travelers along key road corridors through product sampling and on-site engagements.

In urban centres, Pepsi has increased its visibility in high-traffic retail locations as well as selected hypermarkets.

The activations combine in-store branding with entertainment and sampling.

From a business perspective, Martin Kariuki, SBC Kenya’s Business Development Director, said the festive period provides an opportunity to reach new consumers across the country.

“Fizzmas allows us to reach new consumers where they already are on the road, at events, in restaurants and across communities,” Kariuki said.

“Our portfolio has something for everyone, from Mirinda mixers to Aquafina and high-energy Sting variants, and the festive season gives us the perfect window to introduce our brands to millions of Kenyans.”

The festive campaign is running alongside the ongoing Kunywa Airtime na Pepsi Millennium Campaign, which offers consumers airtime, data and mobile money rewards from participating products.

Fizzmas is expected to continue into early January, covering the holiday travel period and the back-to-school season.

According to industry estimates, Kenya’s soft drinks market is valued at more than US$3.74 billion, making the December season a key commercial window for beverage manufacturers.