In Nigeria, it has become a tradition for the Coca-Cola Company at the beginning of the month of December to unveil what it tags the “Tallest Christmas Tree”. This was always in a village setting at the popular National Art Theatre, Iganmu, Lagos. The leading beverage company has built a followership that families, friends go out of their ways to relax, enjoy and savour the joy of the season watching and reveling under the 33 meters (height) giant Christmas tree, arguably the record holder in Africa.
The environment is usually populated by brand loyalists, friends, fans and associates of the brand with the environs heavily branded and well lit to reflect the spirit of the season and the Coca-Cola brand.
What was then seen as a novel initiative commenced in 2007 and four annual editions were held back-to-back without fail. The managing director, Coca Cola, Islay Rhind, once explained that the essence of the company’s traditional Christmas tree lighting was to reflect on the uniqueness of country’s cultural heritage and in recognition of the bold steps taken by some Nigerian citizens to make the country a better place for all. Rhind had proudly said “We have started a tradition by introducing something different in Africa”
At the 2010 tree lighting and unveiling, Femi Adelusi, Integrated Communication Manager, Coca-Cola, also explained “What we have been doing for four years now is to construct the tallest Christmas tree in Africa which is about 33 metres high. It has now become a tradition and every year the company improves on it and put the customers at the centre of the activities.”
Indeed, at some of the editions of the event, some ordinary Nigerians who were said to have affected lives of others in their localities were recognized and honoured. A tradition ought to be a continuous thing without fail!
However, the reality today is that Nigerians especially Lagosians and friend’s of the Atlanta originated brand are missing the scenic views of the 13 storey high Christmas tree, the ambience, the accompanying xmas carols and different genre of music that welcome friends of brand to the venue and keep them company all through their stay.
Responding to Brandcrunch in telephone chat, the Integrated Communications Manager, explains the absence of the Coca-Cola Tallest three. “It is a temporary break. It is strategic. We intend to make the Coca-cola Christmas Tree a lot better to meet the expectations for the next level. When it comes back, it’s going to be brighter, better and more beautiful and the consumers will enjoy it the more”
However, in place of the scenic environment, fanfare and talk value annually generated by the concept, the company has introduced a “Share the happiness campaign”. An experiential campaign in which special trucks move to locations and people will queue to press a button at the rear of the truck for a Christmas gift.
According to the Adelusi, items ranging from generators, bags of rice etc could be won by consumers through such interactions. Feedback from the “Share Happiness” campaign might be good as suggested by Adelusi, but the brand is sure losing out in the talk value and plenteous good will associated with the popular “Tallest Christmas Tree in Africa”. Annually, the venue is turned to a Mecca of sort by lovers and fans of the brand. However, he is assertive that the “Tallest Christmas Tree” will return in 2012 in a more splendid way.{jcomments on}
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