Coke Studio is basically claiming ownership of Nigeria's chaotic December party season. The brand is using the phrase "Locked In with Coke Studio" as its 2025 theme, following previous years like "Flex With Coke." This strategy aims to embed the platform at the heart of major holiday events through flagship partnerships with Flytime Fest and Rhythm Unplugged.
The takeover extends to a long list of other concerts and festivals across multiple cities, including Palmwine Fest, Davido's Abuja show, and Adekunle Gold's live performance. Coca-Cola Nigeria's marketing lead, Yusuf Murtala, stated the move taps directly into the cultural DNA of the season, positioning the brand where memories are made.
A stacked lineup of artists like Olamide, Asake, Rema, and Flavour is set to perform across these events. The overall push frames Coke Studio not just as a sponsor, but as the essential catalyst for the entire Detty December experience, trying to lock down the period as its own branded cultural moment.
The takeover extends to a long list of other concerts and festivals across multiple cities, including Palmwine Fest, Davido's Abuja show, and Adekunle Gold's live performance. Coca-Cola Nigeria's marketing lead, Yusuf Murtala, stated the move taps directly into the cultural DNA of the season, positioning the brand where memories are made.
A stacked lineup of artists like Olamide, Asake, Rema, and Flavour is set to perform across these events. The overall push frames Coke Studio not just as a sponsor, but as the essential catalyst for the entire Detty December experience, trying to lock down the period as its own branded cultural moment.
