Coca-Cola Senior Director Silke Bucker discusses the first 100% African-made product

Silke Bucker is senior director of categories at Coca-Cola. Source: Supplied.

What inspired Coca-Cola Wozzaah Zero Sugar and its unique flavor?

Coca-Cola Wozzaah Zero Sugar is the latest limited edition flavor from Coca-Cola Creative and the third limited edition to launch in 2024, following the launch of Coca-Cola K-Wave Zero Sugar and Coca-Cola Happy Tears in select regions around the world. The new product is a limited edition flavor and experience that pays homage to Africa and celebrates the continent’s extraordinary culture and vibrancy.

We wanted to create a vibrant beverage that was recognisable as Coca-Cola, while celebrating the impact that African culture has had around the world. With Coca-Cola Wozzaah Zero Sugar, we hope fans will be inspired by the rhythms of Africa and experience what makes the continent vibrant, alive and kicking.

What is the significance of this drink?

“Coca-Cola Wozzaah Zero Sugar is more than just a drink, it pays homage to the dynamism of the African continent, acknowledging the African influence on every aspect of global culture. We are excited to introduce Coca-Cola Wozzaah Zero Sugar, a new Coca-Cola product that celebrates the richness of African culture while embodying the spirit of innovation and creativity.”

How does Coca-Cola Wozzaah Zero Sugar differ from other Coca-Cola products in terms of taste and positioning?

Coca-Cola Wozzaah is a cultural phenomenon that embodies the essence of a dynamic and innovative continent.

The new flavors are not only a tribute to all of you, but also reflect our commitment to innovation, creativity and connection.

With every sip of Coca-Cola Wozzaah Zero Sugar, fans travel across Africa and experience each country’s unique, exciting flavors and expressive cultures. The refreshing Coca-Cola taste they know and love is blended with vibrant, tropical flavors inspired by Africa, bringing the pulse of Africa to fans across the continent and around the world.

Can you share some insights into the marketing strategy behind this campaign?

As a true tribute to Africa, it comes to life through a combination of physical and digital experiences. We can talk about African creativity, but we can also experience it. Coca-Cola’s long history of collaborating with iconic artists has partnered with groundbreaking global music talent and proud Swazi citizen Uncle Waffles. Coca-Cola designed a unique experience to launch the Coca-Cola Wozzaah Zero Sugar Limited Edition.

Coca-Cola Creations has launched an interactive digital experience through the Creations Hub to inspire African creativity through artists who are reinventing the global music scene.

In four different listening spaces, listeners can hear the familiar voice of Uncle Waffles, who serves as the host.

Listeners can enjoy a unique interactive experience that includes audio-visual elements inspired by different spaces in South Africa, Morocco, Algeria and Nigeria.

The end result of the experience is that fans can create a custom lens made up of items collected as the user moves throughout the experience.

Through social assets and videos, users can travel through iconic African streets and scenes, paying homage to famous landmarks and other fashion and design elements, showcasing Africa’s boundless creativity.

To further build the world of Coca-Cola Wozzaah Zero Sugar and showcase African creativity, Coca-Cola has partnered with Nigeria’s first skateboard company, WafflesnCream, to create exclusive merchandise available for purchase.

The creative design on the cans was led by award-winning Kenyan designer Joy Richu, who added her unique style and energy to the campaign.

Why did you choose Joy Richu as the designer?

Joy’s reputation speaks for itself. She has won numerous awards for her compelling visual stories that drive positive change. This makes her the perfect choice for what we want to achieve. She brings a level of charisma to Coca-Cola Wozzaah that could only be born in Africa.

Will we see more authentic African flavours in the future?

“The Coca-Cola creative team aimed to launch a flavor inspired by African culture to honor the continent’s rich heritage and the huge global impact it has had. Africa’s contributions to music, art, cuisine and more have left an indelible mark on cultures around the world, and we wanted to celebrate this legacy.”

Now more than ever, people around the world appreciate diverse cultural experiences.

We are committed to celebrating this rich culture by bringing new and exciting experiences to fans around the world through the Coca-Cola Creative Platform.

Just like our recently launched Coca-Cola K-Wave Zero Sugar, which celebrates the world of Korean pop, Coca-Cola Wozzaah represents a celebration of embracing and sharing Africa’s diverse culture, connecting with fans around the world.