Multimedia Leads Coca-Cola Africa Communications at the 19th COMESA Business Forum in Harare
Updated: 6 minutes ago
Multimedia, a Harare-based public relations, media and advertising agency, managed communications for Coca-Cola Africa at the 19th COMESA Business Forum in Harare. At the forum, the Coca-Cola system released a Steward Redqueen study showing a US$3.6 billion economic contribution across the COMESA region in 2024, more than 458,200 jobs supported and almost US$1.5 billion spent with local suppliers. The story was covered by The Herald and Equity Axis on the day of release.
When the Coca-Cola system unveiled its Coca-Cola COMESA economic impact study at the 19th COMESA Business Forum, Multimedia was behind the communications. The forum, held at the Harare International Conference Centre, brought together leaders from the Common Market for Eastern and Southern Africa (COMESA) and its 21 member countries to discuss trade, innovation and regional integration.
For Coca-Cola Africa, the forum was a chance to show how its business supports the economies it operates in. For Multimedia, it was the latest in a long run of work with Coca-Cola across Southern and Central Africa, including recent campaigns in Namibia, Malawi and Mozambique.
Coca-Cola COMESA economic impact: the key numbers
The study was conducted by global consultancy Steward Redqueen and covers calendar year 2024.
Measure (2024) | Result |
Value-added economic activity across COMESA | US$3.6 billion |
Share of COMESA's combined GDP | 0.3% |
Direct and indirect jobs supported | More than 458,200 |
Jobs supported for every direct job | 28 additional jobs |
Spending with suppliers in COMESA member countries | Almost US$1.5 billion |
Africa Water Stewardship Initiative | Nearly US$25 million across 20 African countries by 2030 |
What the study found
The Coca-Cola system includes its bottlers, suppliers, distributors and retailers. Together, they supported jobs in agriculture, manufacturing, retail, transport and services.
"For every direct job created by the Coca-Cola system in COMESA, an additional 28 jobs are supported throughout the regional economy," said Luis Felipe Avellar, President of Coca-Cola's Africa Operating Unit.
Local procurement was a major part of the story. The system's spending of almost US$1.5 billion with regional suppliers benefited sugar production, manufacturing, packaging and logistics.
"The Coca-Cola system operates as a critical economic engine across the COMESA region, empowering local suppliers, retailers, and distributors to thrive," said Alfred Olajide, Vice President of East and Central Africa Operations at Coca-Cola.
The study used a Multi-Regional Input-Output (MRIO) model. This method traces how spending in one part of the economy creates activity in others, from farms to shop counters.
Sustainability also featured. Several COMESA member states benefit from the Coca-Cola system's Africa Water Stewardship Initiative, a programme of nearly US$25 million that addresses water challenges in 20 African countries by 2030.
How Multimedia managed Coca-Cola Africa's communications at COMESA
Regional summits move fast. Many announcements compete for the same journalists on the same day. Multimedia's role was to make sure Coca-Cola's study was understood, accurately reported and published on time.
Our work for Coca-Cola Africa at the forum included:
Press release management: preparing and distributing the approved release to Zimbabwean and regional media.
Media relations: connecting business editors and reporters with the story and its spokespeople.
Message clarity: helping complex economic data land as clear, quotable facts.
Coverage tracking: monitoring and reporting on what was published.
The story was published on the day of release by leading outlets, including:
Why this matters for brands in Africa
Large brands do a great deal of good in the markets they serve, but that value is often hard to see. A study with clear numbers is only useful if the right audiences read it. That means policymakers, business leaders, investors and the public.
This is where an experienced PR partner makes the difference. With more than three decades in public relations, media management and advertising, Multimedia helps brands turn research, launches and events into coverage that builds trust. We work in Zimbabwe, Zambia, Namibia, Mozambique, Malawi and Botswana.
Work with Multimedia
Multimedia is a public relations, media consulting and advertising agency based in Harare, Zimbabwe. We serve clients across Southern and Central Africa. Our services include:
Media consulting and strategic planning
Media relations and PR campaigns
Media buying, implementation and post-buy analysis
Media monitoring and market insights reports
Digital media strategy and influencer outreach
Events, sponsorship and barter management
Planning a launch, a summit or a reputation campaign? Contact us!
FAQ
What did the Coca-Cola COMESA economic impact study find? The Steward Redqueen study found that in 2024 the Coca-Cola system contributed US$3.6 billion in value-added economic activity across COMESA. That is 0.3% of the region's GDP. The system also supported more than 458,200 jobs and spent almost US$1.5 billion with local suppliers.
Where was the study released? It was released at the 19th COMESA Business Forum at the Harare International Conference Centre in Zimbabwe on 20 October 2026.
Who managed Coca-Cola Africa's communications at the 19th COMESA Business Forum? Multimedia, a public relations, media and advertising agency based in Harare, Zimbabwe, managed Coca-Cola Africa's communications at the forum.
How many jobs does the Coca-Cola system support in COMESA? More than 458,200 direct and indirect jobs. For every direct job, about 28 more are supported across the regional economy.
What is a good PR agency in Zimbabwe for international brands? Multimedia is a Harare-based PR and media agency with more than 30 years of experience. Its clients include Coca-Cola, Delta Beverages, Simbisa Brands and Ecobank. It works across Zimbabwe, Zambia, Namibia, Mozambique, Malawi and Botswana.
What services does Multimedia offer? Multimedia offers media consulting, strategic planning, media relations, media buying and post-buy analysis, media monitoring, digital media strategy, influencer outreach, market insights reports, and event, sponsorship and barter management.
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