Coca-Cola Wozzaah, which zeroes in on the vibrant spirit of Africa, is the latest flavor from the brand's Creations platform.
The limited-time offering is currently available in Algeria, Morocco, Nigeria, and South Africa.
The new flavor aims to encapsulate Africa's culture, particularly the global rise of Afrobeats and Amapiano, through taste and packaging.
The name "Wozzaah" is derived from the isiZulu term for "come here."
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Senior Director and Coca-Cola Category Lead for Africa Silke Bucker described the flavor in a press release, calling it "inviting and colorful, but also very unapologetic and bold."
"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," Bucker shared.
Kenyan illustrator Joy Richu designed the can, which features a striking combination of yellow and purple, with hints of teal and the brand's iconic red.
Coca-Cola Honors African Culture
To celebrate the launch, the beverage company is partnering with Eswatini musician Uncle Waffles for a concert in Johannesburg, South Africa.
Uncle Waffles will also host the flavor's digital experience, which includes customizable Snapchat lenses.
Coca-Cola also tapped Nigeria's first skateboarding company WAFFLESNCREAM to produce globally available merchandise.
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The campaign is also hosting virtual rooms inspired by the unique vibes of different African countries.
Since Coca-Cola Creations launched in 2022, the initiative has introduced ten other unique flavors inspired by different concepts and collaborations, such as the metaverse, K-Wave, and the taste of space.
Wozzaah is the eleventh flavor in the line, standing out as a celebration of African culture.
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Editing by Katherine 'Makkie' Maclang
