How Fresh fum brought “cool that laaasts” to Nairobi consumers

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The Nairobi edition of the FRESH Gum Roadshow officially concluded on 5September 2026 following an extensive ten-day activation campaign^. In partnership with Radio Jambo, the campaign ran from 25 August 2026 to 5 September 2026, reaching residential estates, commercial districts, and transit hubs across the capital.

The primary goal of the roadshow was to engage consumers directly and boost product accessibility at the retail level^.

Direct Consumer Activation Across Nairobi

The activation team covered vast sections of Nairobi to bring the brand experience directly to local communities^. On Day 1, Radio Jambo and FRESH Gum teams visited Pipeline, Imara, Kwa Njenga, Kware, Fedha, and Tassia.

The momentum continued on Day 2 across Doni, Greenspan, Soweto, Kayole, Junction, and Komarock. Day 3 focused on Dandora, Kariobangi, All Sops, Lucky Summer, and Baba Dogo.

Beth Mwando, marketing manager at Kenafric Industries Limited, highlighted the impact of direct consumer interaction.

“The Nairobi Roadshow brought ‘Cool That Laaasts’ to life by taking FRESH Gum directly to consumers and letting them experience the difference for themselves. With our 2+1 and 4+1 packs offering a softer chew, an extra pellet and long-lasting flavour, we are giving consumers more reasons to choose FRESH Gum for their everyday moments,” She stated.

Strengthening trade and retail visibility

In addition to consumer sampling, the roadshow aimed to build stronger connections with local traders.

Teams visited major commercial streets on Day 6, including Tom Mboya, River Road, Kirinyaga, Ngara, Juja Road, Pangani, and Eastleigh. Earlier on Day 4, the route covered Mwiki, Santon, Hunters, Kasarani, Roysambu, Zimmerman, Githurai 44, and Kahawa West.

Day 5 brought teams to Kangemi, Uthiru, Kawangware, Satellite, and Dagoretti Corner.

FRESH Gum Roadshow in Kawangware // Paul Roy Mabinda

Kenneth Mbaya, Trade Marketing Manager, emphasised product accessibility across retail channels.

“We want the experience created on the road to translate into continued availability, trial and repeat purchase at the retail level,” Kenneth Mbaya said.

He added, “The roadshow has been an important opportunity to strengthen our connection with the trade while making our key FRESH Gum 2+1 and 4+1 SKUs more visible and accessible to consumers. We want the experience created on the road to translate into continued availability, trial and repeat purchase at the retail level.”

Expanding reach to outer outskirts

The final days of the campaign extended to outer Nairobi neighbourhoods and peri-urban locations. Day 7 covered Umoja 3, Saika, Chokaa, Njiru, Ruai, Githunguri, and Utawala.

Day 8 saw activations in Bul Bul, Ngong, Matasia, Rimpa, Kware, and Rongai. Day 9 reached Githurai 45, Progressive, Kiriri, Bypass, Prisons, and Ruiru. The roadshow concluded on Day 10 in Syokimau, Mlolongo, Athi River, and Junction Kyumbi.

“What stood out during the Nairobi Roadshow was the opportunity to put the FRESH Gum experience directly in consumers’ hands,” Paul Nduati, Consumer Activation Lead,noted.

Extending the campaign through digital

Beyond physical activations, the campaign relied on digital storytelling to sustain brand momentum.

Cyrus Nyakangi, Digital Execution Lead, explained how online platforms will carry the message forward. He stated:

“‘Cool That Laaasts’ gives us a powerful story to take beyond the roadshow. Through digital, we are capturing real consumer reactions and experiences and turning them into content that extends the campaign beyond the activation points, helping more people discover why FRESH Gum keeps the cool going for longer.”