Safaricom (NSE: SCOM), through its youth platform Safaricom-Hook, has partnered with the Coca-Cola Company Kenya via its Sprite brand to bring the “It’s That Fresh” campaign to life with the launch of the Hook’d on Fresh Masterclass Series.
This is a digital influencer-hosted creator programme designed to equip Kenyan creators with the skills, tools, and inspiration they need to thrive in the digital content economy.
On 13th March at JKUAT, the series will visit four university campuses across the country, reaching an estimated 40,000 students.
Hosted by some of the country’s most influential digital voices, including Carrie Wahu, Tileh Pacbro, Charisma, and dance collective Cluster KE, the Hook’d on Fresh Masterclasses will cover content creation, trends and virality, and strategies for maximizing reach and engagement, giving attendees practical, applicable knowledge directly from top creators.
Each session pairs creator insights with hands-on engagement, all fueled by a cold Sprite and the connectivity of the Safaricom Hook BLIVE Bundle on 555#.
The Hook’d on Fresh UGC Challenge
Alongside the masterclasses, Sprite and Safaricom are launching the Hook’d on Fresh User Generated Content (UGC) Challenge, a national digital competition inviting Kenyan youth to create short-form videos showcasing their fresh take on music, sports, fashion, or comedy.
Content must be posted on TikTok and/or Instagram using the hashtags #HookdOnFresh and #SafaricomHook, while tagging Sprite Kenya and Safaricom Hook pages.
A tiered reward structure ensures participants are recognized as their views grow, with 403 digital creators set to win across nine reward levels. Cash prizes range from KES 3,000 at entry level to KES 20,000 for top performers.
Outstanding content will also be rewarded with smartphones and data bundles, with top performers awarded monthly based on cumulative views, creating a sustained creative incentive beyond the masterclass sessions.
A Platform Developed with Gen Z
This partnership brings together two brands deeply rooted in Kenyan youth culture, committed to empowering the next generation of creators and innovators.
“The Masterclass Series is the latest expression of Sprite’s broader ‘It’s That Fresh’ campaign, which positions the brand as the drink that gives young Kenyans clarity and confidence to perform at their best under pressure,” said Juliana Kituma, Director of Marketing, Coca-Cola Kenya. “By partnering with Safaricom, the network that already powers the digital lives of millions of young Kenyans, Sprite is creating a seamless bridge between physical activation and digital participation, ensuring the fresh energy of every campus session translates into content that lives on across social platforms.”
Complementing the masterclasses, the Safaricom Hook Green Couch will travel to campuses as a “podcast on wheels,” giving students a raw, unfiltered space to share their stories, ambitions, and experiences through authentic, youth-led conversations.
“At Safaricom, connectivity goes beyond data; it is about unlocking what young Kenyans are capable of,” said Fawzia Ali-Kimanthi, Chief Consumer Business Officer, Safaricom PLC. “Through our partnership with Sprite, we are bringing together culture and creativity, putting real tools, real skills, and real rewards directly into the hands of the next generation of creators. The Safaricom Hook BLIVE bundle is designed for the way young Kenyans live, and these masterclasses are the perfect platform to show what is possible when you are truly connected.”
With the Hook’d on Fresh Masterclass Series, Sprite and Safaricom are doing more than hosting campus events. They are building a lasting creative infrastructure for young Kenyans—one that rewards talent, celebrates expression, and proves that staying fresh under pressure is not just a feeling. It is a skill, and it starts here.
