With the exception of Cuba and North Korea Coca-Cola is sold in every country on earth. Altogether, 1.7 billion servings of their products (the group has a portfolio of around 500) are sold every day, and that number is increasing year on year. While Africa produces around 10% of the company’s total revenue and volume the group expects this to double in less than six years, meaning that by 2020 the continent will boast more Coca-Cola consumers than the US and Europe combined.
While the comparison of a political party and the sales strategy of a multi-national corporation on another continent may seem poles apart, Coca-Cola’s success story provides some valuable lessons for an organisation needing to re-launch its brand to overcome a number of barriers to reconnect with a disillusioned electorate.








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