With a name inspired by the isiZulu term for “come here,” Coke’s Wozzaah Zero Sugar looks to embody the culture of and invite consumers to the continent.
With artwork by Kenyan illustrator Joy Richu, the Coca-Cola Wozzaah Zero Sugar can stands out with a design heavy on yellow and purple with accents of teal and the brand’s iconic red. Courtesy of Coca-Cola
Coca-Cola today (May 23) unveiled its latest flavor from its Creations platform, Coca-Cola Wozzaah Zero Sugar, which looks to celebrate the vibrancy and dynamism of the entire African continent. The flavor is available to purchase for a limited time in select markets including Nigeria, Algeria, South Africa and Morocco.
With a name inspired by the isiZulu term for “come here,” Wozzaah looks to embody Africa from its taste profile to its packaging to a range of partnerships and experiences that look to extend the launch to other physical and digital realms.
The Wozzaah digital experience features different rooms, each inspired by the look and feel of a different African country.
Courtesy of Coca-Cola
“There’s nothing that an African hates as much as when people think Africa is a country,” Bucker said. “We’re trying to showcase the beautiful diversity and creative power of this 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.”
Wozzaah is Coca-Cola’s eleventh flavor from a Creations platform that launched in 2022. 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, Vlad said.
“The challenge for us is how do we try to stay super nimble and move as fast as possible,” the executive said. “We have some discipline to the sequencing and how we want to be doing things, but at the same time, we want to stay really flexible and tap into culture when it comes up.”