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.
The programme is a digital influencer-hosted creator initiative designed to equip Kenyan students and young creators with the skills, tools, and inspiration they need to thrive in the digital content economy.
On 13th March at JKUAT, the series kicks off its tour of four university campuses nationwide, reaching an estimated 40,000 students.
Top influencers and digital creators such as Carrie Wahu, Tileh Pacbro, Charisma, and dance collective Cluster KE will host the sessions.
The masterclasses cover content creation, trends, virality, and maximizing reach and engagement, giving attendees practical, hands-on knowledge directly from professionals at the top of their craft.
Each session combines creator insights with interactive activities, fueled by Sprite and the connectivity of the Safaricom Hook BLIVE Bundle on 555#.
Hook’d on Fresh UGC Challenge
In addition to the masterclasses, Sprite and Safaricom are launching the Hook’d on Fresh User Generated Content (UGC) Challenge, a nationwide digital competition inviting Kenyan youth to create short-form videos showcasing their fresh take on music, sports, fashion, or comedy. Content must be shared on TikTok and/or Instagram using #HookdOnFresh and #SafaricomHook, while tagging Sprite Kenya and Safaricom Hook pages.
The competition features a tiered reward structure recognizing 403 digital creators across nine levels. Cash prizes range from KES 3,000 for entry-level winners to KES 20,000 for top performers. Safaricom Hook will also reward outstanding content with smartphones and data bundles. Top performers will be awarded monthly based on cumulative views, creating a sustained incentive that extends well 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 the 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 focused on 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.