Capturing the Essence of Africa: The Story Behind Wozzaah by Coca-Cola

Coca-Cola has just introduced a new flavor called Coca-Cola Wozzaah Zero Sugar as part of its Creations platform. This flavor aims to celebrate the vibrancy and dynamism of the entire African continent. It is currently available for a limited time in select markets like Nigeria, Algeria, South Africa, and Morocco.

The name Wozzaah is inspired by the isiZulu term for "come here." This flavor seeks to represent Africa in every aspect - from its taste profile to its packaging. Additionally, Coca-Cola has partnered with various organizations to create unique experiences that will extend the launch to both physical and digital realms.

Silke Bucker, senior director and Coca-Cola category lead for Africa, described the Wozzaah as inviting, colorful, unapologetic, and bold. She believes it represents the true African spirit with its in-your-face design. The can features artwork by Kenyan illustrator Joy Richu, standing out from the rest of the Creations line with its heavy use of yellow and purple, accents of teal, and the brand's iconic red.

Inside the Wozzaah can, Coca-Cola's team of food scientists aimed to capture the essence of Africa's taste. They sought to answer the question, "What does Africa taste like?"

Last week, we had a tasting session at the office and it was interesting to see that everyone had a different experience," Bucker shared. "Even if I were to tell you what ingredients are in it, your perception of Africa can actually enhance the flavors you taste."

To celebrate the launch, Coca-Cola has partnered with Eswatini musician Uncle Waffles to perform at a concert in Johannesburg, South Africa. Uncle Waffles will also be hosting the digital experience for the new flavor, which includes fun Snapchat lenses that can be customized. Additionally, the brand has collaborated with WafflesnCream, Nigeria's first skateboarding company, to create merchandise that is now available for purchase online worldwide.

Exploring Different Cultures

Coca-Cola looks to different cultures for inspiration during each Creations launch. This time, they were influenced by the growing impact of African culture on various aspects of life such as fashion, food, and music. The global popularity of Afrobeats and Amapiano music played a significant role in shaping the latest launch.

Coca-Cola's global presence is a major advantage, as highlighted by Oana Vlad, the senior director for global strategy at the company. She mentioned that the brand is widely available worldwide, making it easily accessible to consumers everywhere. Vlad also shared that working with a team in Africa allowed them to immerse themselves in the local culture and create a new, vibrant experience that celebrates the essence of Africa.

Building on this celebration of African culture, Wozzaah offers a digital experience that not only entertains but also collects valuable first-party data. The digital experience consists of various rooms, each designed to reflect the unique aesthetics and vibes of different African countries like South Africa, Morocco, Algeria, and Nigeria. This immersive experience serves as an invitation for consumers to explore and engage with the rich diversity of Africa.

Images from Coca-Cola Creations Wozzaah digital experience

The Wozzaah digital experience features different rooms, each inspired by the look and feel of a different African country.

Courtesy of Coca-Cola

"Africa is not a country, and it's a misconception that many Africans dislike," Bucker emphasized. "Our goal is to highlight the rich diversity and creative spirit of this continent. It's about embracing the unique aspects of each region and sharing authentic stories in our own way."

Wozzaah is Coca-Cola's latest flavor introduced through the Creations platform in 2022. This platform has featured unconventional flavors inspired by space, dreams, and the metaverse, allowing the company to engage with cultural influencers and explore new sales avenues like TikTok Shop. Coca-Cola's approach with Creations, whether creating innovative flavors like Happy Tears or catering to specific regions like the Asia-focused K-Wave flavor, has been about adapting and learning as they go, according to Vlad.

"The executive expressed that our challenge is to remain agile and act quickly. While we have a strategy in place for the order of tasks, we also aim to be adaptable and embrace new ideas from the culture."

Editor's P/S:

Coca-Cola's latest flavor, Wozzaah, is an exciting celebration of African culture and diversity. The vibrant packaging and bold flavor profile aim to capture the essence of the continent, inviting consumers to explore its rich tapestry of flavors and experiences. This launch showcases Coca-Cola's commitment to connecting with local cultures and offering unique products that resonate with their consumers.

The Creations platform has allowed Coca-Cola to push the boundaries of innovation and explore new dimensions of taste. Wozzaah is a testament to the company's willingness to embrace cultural influences and cater to specific regions. By partnering with local artists and organizations, Coca-Cola creates immersive experiences that extend beyond the product itself, fostering a deeper connection with consumers and highlighting the vibrant spirit of Africa.