Safaricom (NSE: SCOM), through its youth engagement platform Safaricom-Hook, has partnered with the Coca-Cola Company Kenya, via its Sprite brand, to launch the Hook’d on Fresh Masterclass Series, part of the ongoing “It’s That Fresh” campaign.
The programme is a digital influencer-hosted creator initiative aimed at equipping young Kenyans with the skills, tools, and inspiration needed to thrive in the digital content economy.
Kicking off today at Jomo Kenyatta University of Agriculture and Technology (JKUAT), the series will tour four university campuses nationwide, reaching an estimated 40,000 students.
Hosted by some of Kenya’s most influential digital voices, including Carrie Wahu, Tileh Pacbro, Charisma, and dance collective Cluster KE, the masterclasses will focus on content creation, digital trends, virality, and strategies to maximize reach and engagement. Attendees will gain practical, hands-on knowledge directly from industry leaders.
Each session pairs creator insights with interactive engagement, all powered by Sprite and the Safaricom Hook BLIVE Bundle via 555#.
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 competition inviting Kenyan youth to create short-form videos showcasing their fresh take on music, sports, fashion, or comedy.
Participants are required to post their content on TikTok and/or Instagram using the hashtags #HookdOnFresh and #SafaricomHook, tagging the Sprite Kenya and Safaricom Hook pages.
The competition features a tiered reward structure, with 403 digital creators set to win across nine levels. Cash prizes range from KES 3,000 at entry level to KES 20,000 for top performers, complemented by smartphones and data bundles.
Winners will be selected monthly based on cumulative views, ensuring sustained incentives beyond the masterclass sessions.
A Platform Developed with Gen Z
The 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 ‘It’s That Fresh’ campaign, which positions the brand as the drink that gives young Kenyans clarity and confidence to perform at their best,” said Juliana Kituma, Director of Marketing, Coca-Cola Kenya. “By partnering with Safaricom, which 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,” providing students a platform for authentic, youth-led conversations to share their stories, ambitions, and experiences.
“At Safaricom, connectivity is more than data—it’s about unlocking what young Kenyans are capable of,” said Fawzia Ali-Kimanthi, Chief Consumer Business Officer, Safaricom PLC. “Through this 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 Hook BLIVE bundle and masterclasses are the perfect platform to showcase 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 that rewards talent, celebrates expression, and equips young Kenyans with the skills to stay fresh under pressure.
