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BRAND INNOVATION
Coca-Cola Creations unveils special-edition flavour inspired by Africa
By our African Marketing Confederation News Team | 2024
Wozzaah flavour variant is ‘inspired by the beating heart of African culture’ and being sold for a limited time in selected countries.
CocaCola has launched a special-edition Africa-themed drink called Coca–Cola Wozzaah, which is being sold for a limited time in select markets including Nigeria, Algeria, South Africa and Morocco.
Photo: Coca-Cola Creations
The company calls it “a symphony of flavours inspired by the beating heart of African culture”, adding in a press release that the drink “is crafted to embody the pulsating rhythm and dynamic energy of Africa”.
According to the release, the regular Coke taste is “remixed with vibrant, tropical flavours inspired by Africa”.
The promotional strategy for Wozzaah – the name is inspired by the isiZulu term for “come here” – includes a partnership with global music sensation and Eswatini citizen, Uncle Waffles.
“Renowned for her electrifying performances and unwavering commitment to celebrating African culture, Uncle Waffles promises to infuse the Coca-Cola Wozzaah experience with unparalleled energy and celebrations that can be connected to fans across the world,” the company states.
An innovation by Coca-Cola Creations
Wozzaah is an innovation by Coca-Cola Creations, the arm of the business charged with developing limited-edition variants of the product that will appeal to younger consumers. The aim is to spark conversations around the brand, particularly on social media.
Through an online Creations Hub, fans of Wozzaah are being invited to an interactive online experience that amps up African creativity through artists reshaping the global music scene.
Hosted by Uncle Waffles, each channel features audiovisual elements inspired by distinct spaces within South Africa, Morocco, Algeria and Nigeria. Fans can digitally explore the unique interactive experience and engage with social elements including customisable Snapchat lenses. You can explore the immersive experience here.
CocaCola is also collaborating with WafflesnCream popularly known as ‘waf.’, Nigeria’s first skateboarding company, to create exclusive merchandise available for purchase in select markets. You can view the merchandise here.
Comments Oana Vlad, Senior Director for Global Strategy at The Coca-Cola Company: “This latest expression and collaboration with incredible African artists, designers and voices is what Coca Cola Creations is all about – creating ‘Real Magic’ for our fans through cultural connections.”
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