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.”

Pre-conference masterclass discusses taking African brands to the world

Participants challenged to identify, articulate and commercialise the cultural assets that make their brand ready for a global audience.

Three people stand side by side in front of a sports direct backdrop the woman in the middle holds a blue and orange 'sports direct' sign

Africa’s first Sports Direct retail store opens its doors in Nairobi

Second outlet planned for Nairobi before year end, with Nigeria, South Africa and Morocco said to be future target markets.

Person wearing a beige sweater holds a phone with a translucent search bar reading 'search' and microphonecamera icons in the foreground

Search is fragmenting – credibility and trust create the new visibility

Online search behaviour has changed significantly with the rise of AI. How can African brands adapt to this new marketing landscape?

Person shopping at a deli counter holding an orange shopping basket in a cheese section of a supermarket

The move toward future-ready food packaging where materials meet AI

Researchers propose a framework for packaging that senses, learns and acts – making packaging an active, AI-powered tool against food waste.

Conference stage with a woman in a patterned dress speaking to an audience large screens display '' logos and banners for a marketers conference with 'institute of marketing in malawi' branding on stage panels and backdrop

Malawi’s marketers urged to put trust at the heart of the profession

Country needs marketers to build recognition and consumer trust around Malawian products and national brand, says Deputy Minister.

Lingerie brand creates street-stopping advertising in Manhattan

Fashion brand suspends giant lingerie high above the city’s streets, using shadows to create a moving billboard for pedestrians and motorists.

We know AI influencers aren’t real – so why do we trust them?

Researchers describe AI influencers as having a ‘dual identity’. Consumers evaluate both ‘person’ and ‘technology’ identities at once.

Hotel receptionist assisting a guest at the check in counter with a gray suitcase nearby behind the desk

Why trust has become a critical asset for hotel industry marketers

Reputation and trust, once modest influences on hotel choice, have become some of the strongest predictors of patronage, study finds.

Three people in formal attire pose for a photo at an awards event a woman in a pink dress holds a trophy while two men in suits stand beside her against a gold confetti backdrop

FNB bank’s eBucks programme dominates the 2026 SA loyalty awards

South African brands are increasingly setting the global benchmark for customer loyalty strategies, organisers say.

Portrait of a man with short black hair and a beard wearing a black button down shirt against a light gray background

Zambia’s strongest creative ideas are emerging from local truths

Global influences among younger consumers are still present, but they are being filtered through a distinctly Zambian lens.

Yellow humanoid robot at a bakery counter inspecting a display of donuts on display in front of glass cases

Consumers have doubts about products when they’re designed by AI

Researchers find that lack of perceived ‘genuine care’ is the mechanism connecting AI involvement to lower trust ratings.