Coca-Cola just launched its newest Limited Edition Creations edition: Wozzaah. With a bold new flavor and radical design, Wozzaah is set to be another home run for the innovative and experimental Coca-Cola Creations line.
And there isn’t a better time to reflect on Coca-Cola’s brand journey and how they get it right to experiment without losing clients. We invite you to explore our extensive product catalog to see how we embrace innovation while maintaining customer loyalty.
Marketing that speaks to an audience
The Coca-Cola Company has been offering the food industry crash courses on branding and marketing done right every so often. Just think of the #opentobetter campaign, a heartfelt, personal stance for optimism following the pandemic that caught us right in the feels.
One of the most recent exercises is the “Share a Coke” campaign which has become a social media frenzy and a masterclass in diversity and inclusion for other brands. When selecting the names to print of its products, Coca-Cola took personalization seriously and created unique name lists for each region. To ensure ultimate inclusion, the company encouraged people with uncommon names to submit their names to the company to ensure everyone could form a part of the campaign.
Understanding the reliability your brand provides
At the same time, the New Coke mishap of the 1980s has taken on something akin to legend in the halls of the marketing world. Not only did they change their logo and design, but they altered the recipe of their beloved flavor as well. It’s a cautionary tale that paints a vivid picture of just how disastrously wrong a marketing ploy can go.
In recent years, Coca-Cola has been learning how to explore new ground without reliving another New Coke fiasco. As the soda manufacturer unveiled new flavors and recipes, from Zero to Diet to No Caffeine, they made sure their flagship flavor was always available right next to the “new thing”.
Because there’s a comfort in knowing that no matter how far your soda travels take you, your taste buds can always come back home to the flavor you grew up with.
And now Coca-Cola has taken that principle to the next level with Coca-Cola Creations.
Coke like you’ve never tasted before
These limited edition releases turn the familiar Coke flavor on its head in bold and exciting new ways. Strawberry and watermelonMarshmello’s strawberry and watermelon flavor, Zero sugar Bytes’ pixel flavor, and Dreamworld’s unexpected flavor from a dream world. This is Coke like you’ve never tasted it before.
The latest in line is Africa’s Wozzaah, with a blazing fruit flavor and in-your-face design that captures the vibrancy and dynamism of Africa’s ubuntu spirit.
“It all is very inviting and colorful, but also very unapologetic and bold,” said Silke Bucker (senior director and category lead for Coca-Cola Africa). “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.”
So what does the African spirit taste like?
“We did a tasting session at the office last week and everyone’s experience is completely different,” Bucker said. “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.”
The design and artwork of the can was done by Kenyan illustrator Joy Richu. The blazing yellow and purple of the can make Wozzaah stand out even among the more experimental Creations thus far.
Innovate, evolve, and stay true to your brand
When working with bulk importers and wholesale suppliers, it’s easy to fall into a slump of “this is how it’s done” and turn away from the possibility of innovative R&D exploration.
That’s why Source86 does things differently. We know how important it is for a brand to be reliable and consistent. But we also know how important it is to evolve and explore new possibilities. We help you explore new ground and introduce you to new ingredients, new applications, new equipment, and new ways of seeing your inventory journey, without hurting the relationships and brand identity you’ve already built.
One of our core values is ubuntu (I am because you are), and we know that we can only be as successful as you are. That’s why our team invests itself in your journey. Because we know that we are because you are. And we know it’s the heart behind the services you offer your clients as well. And we help you embrace that spirit of ubuntu and find how best to evolve with your clients.
If you are in search of your next ingredient, please contact our sales team to assist with your new challenge!
