Minute Maid is enhancing the travel experience for motorists during the 2026 Zimbabwe International Trade Fair 202 (ZITF) through a consumer-focused activation that combines free toll access with on-the-road refreshment.
The initiative, dubbed the “Tollgate Happy Hour,” is designed to reward travellers with complimentary beverages while easing their journeys during one of Zimbabwe’s busiest travel periods. The campaign will see motorists receiving free toll access and enjoying a range of Minute Maid beverages, including Pulpy Orange, Tropical, Apple Grape, and Guava flavours.
Timed to coincide with the annual trade showcase in Bulawayo, the activation targets the surge in highway traffic as thousands travel to and from the event. The brand aims to create memorable interactions with consumers by meeting them directly on the road, turning routine travel into a more engaging and refreshing experience.
Through a partnership with the Zimbabwe National Road Administration, Minute Maid will sponsor 500 Light Motor Vehicle (LMV) toll passes at the Ntabazinduna Tollgate. The offer will be available on Sunday, April 19, and Sunday, April 26, between 9:00 am and 11:00 am, providing tangible value to motorists during peak travel hours.
Speaking ahead of the activation, Faith Nehanda, Senior Manager for Marketing at The Coca-cola Company ECAF, said the initiative reflects the brand’s commitment to connecting with consumers in meaningful ways.
“ZITF week is one of the busiest travel periods in Zimbabwe, and Minute Maid is showing up where our consumers need us most. By supporting their journey with a free toll pass and the refreshing taste of Minute Maid, we are helping make everyday travel more enjoyable,” she said.
The campaign also reinforces broader efforts by The Coca-Cola Company to strengthen brand loyalty through experiential marketing, particularly in high-traffic environments. By combining convenience with refreshment, the activation aligns with evolving consumer expectations for value-driven brand engagement.
The Zimbabwe International Trade Fair remains one of the country’s flagship economic events, drawing exhibitors and visitors from across the region. Initiatives such as the Tollgate Happy Hour highlight how private sector players are leveraging the event to engage consumers while contributing to smoother travel experiences.
Minute Maid said the activation underscores its ongoing focus on quality, accessibility, and innovation in connecting with consumers, while supporting national events that drive economic and social activity.