Coca-Cola unveils Wozzaah, celebrates Africa’s heritage

Coca-Cola has launched its latest limited-edition beverage, Coca-Cola Wozzaah Zero Sugar, marking a historic debut of the Coca-Cola Creations line in Nigeria.

The beverage, inspired by the continent’s rich heritage and vibrant spirit, was introduced during a spectacular event in Port Harcourt on October 13, 2024, capturing the attention of consumers with its innovative flavour profile and cultural resonance.

Coca-Cola Wozzaah embodies the essence of Africa through a distinctive blend of tropical flavours, exotic fruit notes, and unique spices that offer a fresh twist on the classic Coca-Cola taste.

Inspired by the continent’s diverse cultures, landscapes, and rhythms, each sip serves as a passport to a culinary journey, resonating with the vibrant spirit and artistic expressions of African life.

The launch event in Port Harcourt was a vibrant affair, bringing together artists and local communities to honor the ties that connect them.

More than just a product introduction, the event fostered dialogue around cultural expression and community pride, making it a memorable experience for attendees.

The Senior Frontline Marketing Manager for Coca-Cola Nigeria Limited, Soji Omoigui, expressed excitement about this cultural milestone.

He said the limited availability of this drink at select outlets across Nigeria, adds to its allure, offering a unique taste and experience that stays exclusive as well as reflects the multifaceted beauty of African life, available only at select outlets across Nigeria.

Omoigui listed the key feature of the new beverage as its vibrant packaging, which merges contemporary design with an explosion of colours, echoing the energy and creativity of African culture.

He said the packaging serves as a storytelling canvas, inviting consumers to appreciate the depth and diversity of artistic expression found across the continent.

According to him, this attention to visual detail emphasises Coca-Cola’s commitment to representing Africa’s creative spirit beyond the beverage itself.

“Introducing Coca-Cola Wozzaah marks an exciting chapter for us in Nigeria. This limited-edition release is a tribute to the rich tapestry of African culture, embracing innovation and creativity. Lojay’s dynamic energy adds an authentic touch to our launch, promising unforgettable experiences for our Gen Z consumers,” he stated.

In a strategic move, Coca-Cola partnered with renowned Nigerian artist Lojay, a rising star in the Afrobeats genre, to lend authenticity and artistry to the launch.

Lojay’s involvement in the campaign resonates with the youth, reflecting a generation that embraces African culture through music and art.

His live performances and interactions at the launch event transformed the product reveal into a cultural celebration, elevating the experience beyond a typical unveiling.

Omoigui noted that Coca-Cola’s campaign for Wozzaah extends beyond the physical product, blending digital and real-world experiences to engage consumers.

He said through strategic collaborations, such as exclusive merchandise with WafflesnCream, the campaign offers fans a way to bring the Wozzaah experience into their daily lives.

According to him, the availability of these items through online channels ensures that consumers can carry a piece of the cultural celebration wherever they go.

“This initiative is part of a broader trend where brands are increasingly merging lifestyle narratives with their products, positioning themselves as champions of local creativity. Coca-Cola Wozzaah is more than just a beverage; it symbolizes cultural pride, innovation, and the rich heritage of Africa. The drink is poised to make a significant impact, inviting everyone to explore, celebrate, and share their heritage,” Omoigui stated.