Mozambique PR Case Study: Supporting Coca-Cola Campaign Communications

Beyond Borders: Multimedia Delivers Integrated PR Campaign Support in Mozambique

Multimedia continues to expand its public relations and communications footprint across Southern Africa, providing locally relevant campaign support in Zimbabwe, Mozambique, Malawi, Zambia and other regional markets.

Our work in Mozambique demonstrates how strategic storytelling, media relations and campaign content can help a major consumer brand connect with communities beyond conventional advertising.

Working around Coca-Cola campaigns in Mozambique, Multimedia supported the development and distribution of media content designed to keep the campaigns visible, relevant and engaging throughout their different stages.

Creating More Than One Campaign Story

Successful public relations campaigns cannot depend on a single announcement.

Different moments within a campaign require different stories. These may include the campaign introduction, consumer participation, community experiences, human-interest features, prize announcements, winner profiles and the final campaign review.

For Coca-Cola’s Mozambique activities, Multimedia developed several press and editorial angles that allowed the campaign story to evolve over time.

One of these was the “Coke with Meals” campaign, which celebrated the role that everyday meals play in bringing Mozambicans together. The campaign connected Coca-Cola with ordinary experiences in homes, workplaces, restaurants and roadside food outlets while recognising local dishes such as Galinha à Zambeziana, xima with relish and coastal seafood.

The communications approach combined local storytelling, media engagement and digital content to present Coca-Cola as part of everyday shared experiences rather than only major celebrations.

An extract of the campaign from the newspaper.

Human Stories at the Centre of the Campaign

A central part of the campaign’s media strategy was the use of human-interest storytelling.

One story focused on a Maputo food vendor and explored how food, customer relationships and shared meal experiences supported both community connection and the vendor’s livelihood. The story gave the campaign a recognisable human face while connecting the brand with local food culture and small-business activity.

This storytelling approach helped move the communications beyond product promotion. It demonstrated how a campaign message could be expressed through the lives, businesses and everyday routines of Mozambican consumers.

The content was developed in several formats, including:

• Campaign press releases

• Human-interest stories

• Longer editorial features

• Community and lifestyle narratives

• Campaign conclusion stories

• Media-ready quotes and supporting information

Each format provided journalists and media outlets with a different way to cover the campaign.

Celebrating Consumers and Campaign Winners

Multimedia also supported communications around consumer participation and campaign winners.

The accompanying photographs capture some of the prize handover moments in Mozambique, including consumers receiving mobile phones and a television. These images helped turn the competition results into visible, relatable stories that could be shared through the media, social platforms and corporate communication channels.

The campaign also received newspaper coverage, with Redactor publishing a July 2026 feature highlighting some of the Coca-Cola competition winners.

Winner publicity is an important stage of a consumer campaign because it:

• Demonstrates that prizes were awarded to real participants

• Builds trust in the campaign

• Creates positive consumer stories

• Extends publicity beyond the competition period

• Provides content for traditional and digital media

• Encourages future participation in brand promotions

By combining press material with photographs from the prize presentations, the campaign generated content that was both informative and visually engaging.

Maintaining Campaign Momentum

The Mozambique work illustrates the importance of maintaining a communications campaign over several stages.

Instead of relying on one press release, Multimedia created opportunities for continued coverage through changing editorial angles. The campaign could therefore be presented through cultural stories, consumer experiences, business stories, winner announcements and campaign results.

This approach was designed to keep the brand visible while preventing the media content from becoming repetitive.

It also gave publications flexibility to select stories that were most relevant to their audiences.

Our Role

Multimedia’s support included a combination of:

Public relations and media content

• Press release development

• Human-interest storytelling

• Feature article development

• Campaign messaging

• Editorial angle identification

• Media-ready content preparation

  
  

Campaign amplification

• Winner publicity

• Prize-handover storytelling

• Photography selection

• Media engagement

• Campaign milestone communication

• Earned-media visibility

Regional communication

• Locally relevant storytelling

• Southern African market understanding

• English and Portuguese-market communication support

• Coordination of campaign content across different stages

• Adaptation of brand messages for local audiences

A Regional PR Partner

The Mozambique campaign demonstrates that Multimedia’s capabilities extend beyond Zimbabwe.

We understand that Southern Africa is not one uniform communications market. Every country has its own languages, media environment, consumer behaviour and cultural references. Effective regional communications must therefore maintain a consistent brand message while remaining relevant to the communities being addressed.

Through our work in Mozambique, Malawi, Zambia, Zimbabwe and other Southern African markets, Multimedia helps organisations develop campaigns that are regionally coordinated but locally meaningful.

Looking Beyond the Press Release

A press release is only one part of an effective public relations campaign.

The strongest campaigns create a continuing narrative. They introduce the message, show how people experience it, highlight individual stories, celebrate participants and document the results.

Our work in Mozambique reflects this approach: developing communications that informed the public, supported media coverage, celebrated consumers and strengthened the campaign’s visibility over time.

Planning a campaign in Southern Africa?

Multimedia provides public relations, media relations, campaign content, corporate communications and strategic storytelling support across the region.

Contact Multimedia to discuss your next regional communications campaign.