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.”

A passenger jet at a gate viewed from the nose with a sunset sky and dark clouds in the background

Airline body urges African governments to act on opening market access

‘Strategies don’t move people. Now it is time to make the difficult decisions and execute them,’ senior executive stresses.

Two hockey players battle for the puck along the boards during a game one in blue and one in white

Uganda Tourism Board partners with major European ice hockey league

UTB says its ambition is to turn the visibility into interest, bookings and more visitors choosing to explore Uganda.

Two young women sit together looking at a tablet one in an orange sweater holds a bottle while the other in a pink hoodie eyes the screen

Researchers explain why 10-second micro ads outperform longer spots

Short ads shown on TV increased website visits within five minutes of airing by 10-40% compared with longer advertisements.

Worker on a ladder painting the yellow storefront of a corner shop labeled supeco and label vie with shoppers and parked vehicles nearby

Competition continues to grow in the Moroccan supermarket sector

Supeco’s rapid expansion shows how the discount model is becoming a bigger part of grocery retail in the North African country.

Gold hotel toiletries sachets arranged on a marble bathroom counter including a vanity kit and shower gel beside a glass

Study identifies harmful paradox behind well-meaning green efforts

Consumers reward visible eco-friendly additions such as reusable bottles, but give little credit to businesses that reduce or remove products.

Medical professional in a white coat and pink hairnet demonstrates handwashing at a stainless steel station while soldiers watch nearby

President Mahama commissions expanded evaporated milk facility in Ghana

Nestlé believes Ghana will continue to play a leading role in the future of Central and West Africa.

Diverse group of people posing for a group photo in a bright lobby under an empa banner with 'this is possibility ' text above

Momentum beginning to build for 2027 ACCS gathering in Addis Ababa

Ethiopia’s marketers gather to celebrate hosting next year’s conference – but with an eye on the hard work ahead.

Young woman with curly hair smiling while looking at her phone outdoors wearing earphones

PwC report examines the future of African entertainment and media

Tech is creating more ways for audiences to connect, but lasting value will come from understanding the people behind those connections.

Four professionals in blue protective coats and hairnets cut a blue ribbon during a factory ceremony celebrating a ribbon cutting event

Unilever investment expands its Vaseline production capacity in Africa

The new production line at the historic Maydon Wharf facility in Durban will address growing international demand.

Group of formally dressed award winners posing on stage with trophies at the world cruise awards ceremony

World MICE Awards in Jamaica honour best African and global achievers

Tanzania, Kenya, Zimbabwe, Ethiopia and South Africa all feature in the African meetings, incentives, conferences and exhibitions awards.

Five adults in a rural village square talk holding notebooks and papers as they discuss together at sunset

AI won’t replace market research. But it will expose weak strategy

Much of the broader conversation around AI in market research assumes conditions that do not consistently exist across many African markets, writes Soyinka Witness.