STRATEGY
PR (2025)
COCA-COLA CREATIONS WOZZAAH - THE FIRST COKE OUT OF AFRICA - The Coca-Cola Company
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| Title: | COCA-COLA CREATIONS WOZZAAH - THE FIRST COKE OUT OF AFRICA |
|---|---|
| Brand: | The Coca-Cola Company |
| Product: | Coca-Cola Wozzaah |
| Agency Name or Internal: | Tribeca Public Relations |
| Brand Representative/Marketing Director: | Didimalang Mahlabegoana |
| Agency: | Tribeca Public Relations |
| Strategist: | Nicola Tarr |
| Executive Summary: | Coca-Cola Creations’ Wozzaah launched as a bold and groundbreaking celebration of Africa’s heartbeat, designed to captivate the vibrant and dynamic spirit of Gen Z. With its debut, Wozzaah introduced a fresh take on Coca-Cola’s connection with the continent, bringing together flavour, culture and innovation in a way that had never been seen before. Inspired by the isiZulu word meaning “come here” or “join us”, Wozzaah extended an irresistible invitation to experience the essence of Africa in a groundbreaking way—through its first-ever Coca-Cola “Made of Africa”. More than just a drink, Wozzaah became a cultural movement. Harnessing the power of influencers, key media houses, and journalists, including global music phenomenon Uncle Waffles, this campaign transformed the vibrant streets of Sandton into a digital and physical stage for all Africans to witness. It posed a simple yet profound question: “What does Africa taste like?” The can itself became a unique canvas, with bursts of vivid colors encapsulated in its authentic design, created by award-winning Kenyan illustrator and designer Joy Richu, renowned for her captivating visual stories that drive positive change. Expanding the Wozzaah universe further, Coca-Cola also collaborated with Nigeria’s premier skateboarding company, WafflesnCream, adding another layer of creativity and cultural connection to the campaign. The answer came in the form of a multi-sensory extravaganza that celebrated the continent’s energy, creativity and pride, amplified through digital media and innovative storytelling. This campaign not only reignited Coca-Cola’s connection with Gen Z but also positioned Africa as a global epicentre of inspiration. Wozzaah was more than just a flavour - it was an experience, a statement and a celebration of what makes Africa truly extraordinary. |
| Additional Credits: | Fezile Africa - Senior Account Director |
| Additional Credits: | Tshego Kabayo - Senior Account Manager |
| Additional Credits: | Vergas Mabunda - Account Executive |
