Safaricom, Sprite Launch Hook’d on Fresh Masterclass Series to Empower Young Creators

Safaricom (NSE: SCOM), through its youth engagement platform Safaricom-Hook, has joined forces with the Coca-Cola Company in Kenya, via its Sprite brand, to launch the Hook’d on Fresh Masterclass Series, part of the ongoing “It’s That Fresh” campaign.

The initiative is a digital creator programme aimed at equipping young Kenyans with the skills, tools, and inspiration needed to thrive in the content creation economy.

Kicking off on Monday 16th March 2026  at Jomo Kenyatta University of Agriculture and Technology (JKUAT), the series will travel to 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 cover topics such as content creation, digital trends, virality, and strategies for maximizing reach and engagement. Participants will receive practical, hands-on guidance directly from professionals at the top of their craft.

Each session combines creator insights with interactive engagement, powered by Sprite and the connectivity of 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 nationwide competition encouraging Kenyan youth to create short-form videos showcasing their fresh perspectives in music, sports, fashion, or comedy.

Participants are required to post their content on TikTok and/or Instagram using the hashtags #HookdOnFresh and #SafaricomHook, while tagging the Sprite Kenya and Safaricom Hook pages.

The challenge features a tiered reward system, recognizing 403 digital creators across nine levels. Cash prizes range from KES 3,000 at entry level to KES 20,000 for top performers, alongside smartphones and data bundles.

Winners will be selected monthly based on cumulative views, ensuring ongoing incentives that extend well beyond the masterclass sessions.

A Platform Built for Gen Z

This partnership unites two brands deeply rooted in Kenyan youth culture, focusing on empowering the next generation of 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 already powers the digital lives of millions of young Kenyans, Sprite creates a seamless bridge between physical activation and digital participation, ensuring the energy of every campus session 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 not just hosting campus events—they are building a lasting creative ecosystem that rewards talent, celebrates expression, and equips young Kenyans with skills to stay fresh under pressure.