By Jerry More Nyazungu
So the other day, I was in OK Supermarket, minding my own business you know, just checking prices and pretending I wasn’t going to buy anything.
Then I hear this full-grown man shout like he’s seen a miracle: “Ahhh guys, look! It’s my name!”
Everyone turns. He’s holding a Coca-Cola bottle. And written on it, in shiny red and white, is the name: Tatenda.
This guy was so happy, you’d think he had just been told he inherited a plot in Borrowdale. He took a selfie, wiped the bottle like it was a trophy, and proudly said, “Coca-Cola knows me. They know me!”
We laughed. But deep down, I was like… this is absolute marketing witchcraft.
Coca-Cola Didn’t Just Print Names They Touched Hearts
Listen, Coca-Cola didn’t increase sugar. They didn’t change the recipe. They didn’t even add a new flavour. All they did was put names on bottles and suddenly the whole country is on a scavenger hunt.
From Chitungwiza to Mufakose, people are turning shelves upside down, looking for “Tariro,” “Blessing,” even “Sekuru Tawanda.”
Some are buying bottles not to drink but to show their crush that their name is trending. You’ll hear: “Babe, I got you a Coke with your name on it.”
Even if it’s warm, it’s now romantic. That’s how deep this thing has gone.
Free Advertising, Powered by Emotion
This, my friends, is emotional branding.
Coca-Cola made the drink personal. Now you’re not just buying soda. You’re buying recognition. You feel seen. Important. Special.
And what do you do? You post it. You tag them. You even tell your mum, “Look, mum! I’m on a bottle!”
Meanwhile, Coca-Cola is just chilling, watching you do their marketing for free.
African Businesses, Take Notes!
Now pause. Ask yourself: Is your business making clients feel this special?
Too many of us are out here saying: “We’ve got the best prices.” “We’ve been operating since 1982.” “We’re ISO certified.”
Bruh. Nobody cares.
What people care about is how you make them feel.
Imagine This: What’s Your Coca-Cola Name Moment?
What are you doing in your business that makes clients say: “This one gets me.”
Whether you’re selling cakes, accounting services, or doing hair are you personalizing the experience?
Tatenda didn’t buy Coke because he was thirsty. He bought it because it had his name.
So, in your business, are you still selling products? Or are you selling belonging?
The Real Sales Secret: Let the Customer Shine
Let’s face it people don’t want to hear how smart YOU are. They want to feel like they’re the star of the show.
Coca-Cola did it by printing names. You can do it by remembering birthdays. Sending thank-you notes. Referring to them by name. Listening more than you talk.
You don’t need a big budget. You just need a big heart and a small dose of creativity.
Give Them a Reason to Smile (and Share)
In a world where most businesses treat clients like just another number, you stand out by making them feel human.
The secret isn’t in your product. It’s in your personal touch.
Because when clients feel special, they post. They refer. They come back.
And maybe just maybe one day they’ll shout in your shop: “Guys! These people really know me!”
And you’ll know… That’s the sound of business done right.
#ClientFirst #SalesLessonsFromCoke #AfricanEntrepreneurs #ZimMarketing #RelationshipOverTransactions #EmotionalBranding #JerryNyazungu #WhyAfricanBusinessesDieYoung #BusinessWithHeart
