Coca-Cola highlights Ethiopia's investment potential in a new campaign – New Business Ethiopia


In order to showcase the immense investment and tourist attractions of Ethiopia, Going Big in Ethiopia, a new video campaign is launched in Addis on Thursday.

The promotional documentary sponsored by the Coca-Cola Company features top leaders including Olympic medalist and investor Haile Gebrselassie, leaders of companies involved in coffee, textiles and other industries, talking about the large scale of opportunities that the Ethiopian economy offers to global investors .

Speaking at the launch, "The goal of this project is to tell an exciting story of Ethiopia symbolizing the future of trade and investment in Africa through the eyes of major local and international investors and key government partners," said Bruno Pietracci is president of the unit the South Africa and East business of The Coca-Cola Company, whose company sponsored the production.

"This is an exciting time for Ethiopia. Never before has this country been so well placed to become an important center of trade and commerce in Africa. It has a young, ambitious and educated workforce. Admirable and resilient entrepreneurs and investors who work hard every day to build strong businesses that will improve the lives of millions of people, and there is no better measure of enthusiasm about Ethiopia than the partners who gathered here today, "he said .

Short video narratives talk about Ethiopia highlighting rational and emotive considerations that investors make when choosing and investment opportunities.

"Ethiopia is much admired not only for its beauty, diversity, or economic progress, but also for the fervent spirit of its people. It is extremely encouraging to see the best projections of economic growth in the last two years, which is a testament to all the hard work being done, "said Phillipine Mtikitiki, General Manager for East and Central Africa.

"Coca-Cola has been in Ethiopia for 60 years and we are proud to be associated with its growth. We plan to invest even more and we also set ambitious goals and targets around the empowerment of women and youth, water conservation, access and management of plastic waste. All this would not have been possible without the support of many of you in this room, "she said.

The 3 1/2-minute video campaign is expected to be screened on several international TV stations, including CNBC and Ethiopian Airlines, which is also considering showing its passengers. Last night, on the panel, the head of the promotional documentary's launch, officials from the Ethiopian Investment Commission and Ethiopian tourism also reflected on the opportunities that Ethiopia offers to global investors and tourists.


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