Brand activation seems to be gaining a strong ground in the Kenyan market, leaders being the detergent market. Activation is aimed at drawing consumer attention, call for trial then ultimate loyality.

The consumers are constantly looking for a live experience to help them identify and differentiate brands from the vast number of available substitutes, whose packagings and presentation are more-or-less similar.

If only the manufacturers would get fully involved in the brand activation, starting with their own employees, who should, at all times act as the brands' ambassadors to their immediate families, friends, relatives and acquintances, then brand differentiation would always be live and lively.
But the big issue is that all the activation ideas and actions are left to the agencies, and this is when the closest people to brand, actually the makers of the brands, feel very distant from them.