Coca-Cola has unveiled its latest flavour from the Creations platform: Coca-Cola Wozzaah Zero Sugar. Designed to celebrate the vibrancy and dynamism of the African continent, this limited-edition flavour is now available in select markets, including Nigeria, Algeria, South Africa, and Morocco.
Wozzaah, inspired by the isiZulu term for “come here,” aims to embody Africa’s culture through its taste, packaging, and a series of innovative partnerships and experiences. The can, designed by Kenyan illustrator Joy Richu, stands out with a striking palette of yellow, purple, teal, and Coca-Cola’s iconic red.
“It all is very inviting and colourful, but also very unapologetic and bold,” said Silke Bucker, Coca-Cola’s senior director and category lead for Africa. “This creation is quite in your face, true to the African spirit.”
The flavour’s profile is crafted by Coca-Cola’s food scientists to evoke the essence of Africa, though individual experiences may vary. “We did a tasting session at the office last week, and everyone’s experience is completely different,” Bucker noted. “Your perception of what you think Africa is enhances the flavour notes that you pick up.”
To celebrate the launch, Coca-Cola has engaged Eswatini musician Uncle Waffles for a concert in Johannesburg, South Africa, and a digital experience featuring customizable Snapchat lenses. Additionally, Nigerian skateboarding company WafflesnCream has collaborated to create globally available merchandise.
For each Creations launch, Coca-Cola draws inspiration from culture, celebrating global trends and fan communities. This time, the brand embraced African culture, particularly its influence on fashion, food, and music, with genres like Afrobeats and Amapiano gaining global popularity.
“Coca-Cola has the benefit of being a global brand and existing pretty much everywhere around the world,” said Oana Vlad, senior director for global strategy. “Together with a team in Africa, we’ve experienced the culture there and wanted to celebrate it and bring something vibrant, an invitation, into Africa.”
Wozzaah’s digital experience features rooms inspired by different African countries, including South Africa, Morocco, Algeria, and Nigeria. “There’s nothing that an African hates as much as when people think Africa is a country,” Bucker emphasized. “We’re showcasing the beauty, diversity, and creative power of this continent.”
Wozzaah is the eleventh flavour from the Creations platform, which launched in 2022 with esoteric flavours inspired by concepts like space, dreams, and the metaverse. Through Creations, Coca-Cola has connected with cultural figures and tapped into emerging sales channels like TikTok Shop.
“The challenge for us is how do we stay nimble and move as fast as possible,” Vlad said. “We want to stay flexible and tap into culture as it emerges.”
This latest creation by Coca-Cola aims to offer a unique, immersive experience that highlights the richness and diversity of Africa, inviting consumers worldwide to savour and celebrate the continent’s vibrant spirit.