Coca-Cola Company has responded to the social media campaign by Kenyans to make a four-year-old Baringo girl, Joy Jebiwot, a brand ambassador for their brand. The company was delighted by the child’s joy and enthusiasm when consuming the drink and described it as ”pure joy”.
Joy, a Pre-Primary One (PP1) pupil at Dreams Hill Academy in Mogotio, Baringo County was photographed taking a Coke drink while at her grandmother’s home in Eldama Ravine.
In a statement, the global soft drinks firm said that the photos of the girl that went viral on social media represent “pure happiness.” The viral photos of the young girl warmed the hearts of many.CocaCola, however, had a different response in regard to Joy being made the brand ambassador to their soft drink enterprise.
The company still maintains that it does not use children under the age of 12 in its advertisements and marketing worldwide. The firm’s responsible marketing policy clearly states out that they do not design their marketing communications in a way that directly appeals to children under age 12.
As a company we have made a decision not to use children under the age of 12 in our adverts and marketing worldwide, but we do love seeing your creativity and passion for our brand so continue sharing your amazing talents with us.Specifically, we will not use, in any communications created after the date of adoption of this policy: Celebrities or characters whose primary appeal is to children under 12, with the exception of brand equity characters already in use…Licensed merchandise whose primary appeal is to children under 12. Images of our products being consumed by children under 12 without an adult present. We will not feature any children who are, or appear to be, under 3,” Coca-Coca advertisement policy published on their website states.
The photos of the young girl took the internet by storm, with many Kenyans pushing from the onset to have her used in a Coca-Cola advert, a chance for the company to connect with local consumers at a very personal and basic level, using a recognizable happy face in an advertisement.
Her father Jacob described his younger daughter as an outgoing, friendly, and brave girl who wants to be a pilot when she grows up.
She is not shy, she loves singing, she engages other people even when they are in school or at our Catholic Church and always wants to be part of the choir. Her teacher also told me that in a school of 800 pupils, she always volunteers to recite the national anthem during morning parades,” the father said.