Coca-Cola Incorporates African Heritage into its Design: Coca-Cola Wozzaah Zero Sugar

Coca-Cola has launched ‘Coca-Cola Wozzaah Zero Sugar’, for the African continent, its latest flavor from its Creations Platform. This comes ahead of Africa Day. Coca-Cola takes inspiration from culture, emerging trends, and fan communities around the world for each Creations launch.

This time around the global beverage brand turned to Africa. Silke Bucker, senior director and Coca-Cola category lead for Africa, says Coca-Cola Wozzaah Zero Sugar looks very inviting and colorful. “It is also very unapologetic and bold. Out of all the Creations, I believe this is one that’s quite in your face, because that’s very true to the African spirit,” she said. “We did a tasting session at the office last week and everyone’s experience is completely different. So even if I tell you what’s in it, your perception of what you think Africa is enhances the flavor notes that you pick up.”

Joy Richu, an illustrator from Nairobi, Kenya, is the artist behind the Wozzaah can artwork. The Wozzaah stands out with a design heavy on yellow and purple with accents of teal and the Coca-Cola brand’s iconic red color. Bucker said Africa is shaping culture globally. “It’s our responsibility as a global brand to showcase and tell that story in an inspiring way. We want people to enjoy the creative vibrancy of the African continent,” she explained. “So we are making sure that it’s going into the mass market. It’s not something that’s so aspirational, so out of reach, that people don’t get to experience and enjoy it.”

Image

The executive added that Coca-Cola is trying to showcase the beautiful diversity and creative power of the African continent. “It’s not one-size-fits-all, it’s us trying to bring all the different parts in through our storytelling in the most authentic way that we can.”

Oana Vlad, senior director for global strategy at Coca-Cola, says the company has the benefit of being a global brand and existing in pretty much everywhere around the world. “Together with team a team in Africa, we’ve experienced the culture there and wanted to celebrate it and bring something really fun and new that’s vibrant, that’s literally an invitation into Africa.”

Vlad highlighted that Wozzaah is Coca-Cola’s eleventh flavor from a Creations platform that launched in 2022. She said creations has featured esoteric flavors inspired by the taste of space, dreams and the metaverse, and has seen the marketer connect with cultural figures and tap into emerging sales channels like TikTok Shop. “Whether quickly turning around a flavor, like Happy Tears, or determining how to approach regional communities, like its Asia-focused K-Wave flavor, Coca-Cola has been learning in real time with Creations.”

Coca-Cola Wozzaah Zero Sugar will be available for a limited time in Nigeria, South Africa, Algeria, and Morocco.

Also Read: Cadbury ‘Memory Bar Boxes’ Gives a Sense of Comfort, Helps Tackle Dementia

author avatar
Nandika Chand

Search