Safaricom, Sprite Team Up to Empower Young Creators Through Hook’d on Fresh Series

Safaricom (NSE: SCOM), through its youth platform Safaricom-Hook, has partnered with the Coca-Cola Company in Kenya through 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. Starting 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 like Carrie Wahu, Tileh Pacbro, Charisma and dance collective Cluster KE, the The Hook’d on Fresh Masterclasses will cover content creation, trends and virality, and maximising reach and engagement, giving attendees practical, applicable knowledge straight from the people doing it at the highest level.

Each session pairs content creator insights with hands-on engagement, all fueled by a cold Sprite and the connectivity of Safaricom Hook Blive Bundle on *555#

Alongside the Masterclasses, Sprite and Safaricom are launching the Hook’d on Fresh User Generated Content Challenge (UGC Challenge) a national digital competition inviting Kenyan youth to create short form videos showcasing their fresh take during different moments. Content can span from music, Sports, fashion or comedy, and must be posted on TikTok and/or Instagram using the hashtag #Hook’dOnFresh #SafaricomHook and tagging the Sprite Kenya and Safaricom Hook pages.

A tiered reward structure ensures that participants are recognised and rewarded as their views grow, with 403 digital creators set to win across nine reward levels. Cash prizes range from KES 3,000 at the entry level to KES 20,000 for top performers. Safaricom Hook will also reward outstanding content with a range of smartphone devices and data bundles. Top performers will be awarded monthly based on cumulative views, creating a sustained creative incentive that extends well beyond the Masterclass sessions.

 This partnership brings together two brands that are deeply rooted in Kenyan youth culture and 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, 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, we believe that connectivity goes beyond data, it is about unlocking what young Kenyans are capable of. 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,” said Fawzia Ali-Kimanthi, Chief Consumer Business Officer, Safaricom PLC.

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.

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