Coca-Cola Presents
Uncle Waffles
At The Apollo Theater

Coca-Cola is dedicated to creating unforgettable cultural experiences that surprise and delight. As part of this commitment, Coca-Cola Woozaah at the Apollo Theater delivered an exclusive, one-night-only event that blended music and brand storytelling in an iconic venue.

Client Mission

Coca-Cola aimed to create an unforgettable cultural moment that celebrated music, creativity, and community while introducing Coca-Cola Woozaah to the U.S. market. The event at the historic Apollo Theater was designed to generate excitement and engagement among fans, media, and cultural tastemakers by spotlighting Uncle Waffles, one of the most influential artists in the Amapiano genre. As the only opportunity to experience Coca-Cola Woozzaah in the United States, the event seamlessly blended brand storytelling, live music, and immersive experiences to reinforce Coca-Cola’s commitment to innovation and cultural connection.

The Challenge

Executing Coca-Cola Presents Uncle Waffles at the Apollo Theater came with a unique set of challenges, the most significant being an accelerated timeline just six weeks from concept to execution. Planning a high-profile event at an iconic venue within this timeframe required rapid decision-making, seamless coordination, and a highly agile approach.

Beyond logistics, creating an immersive experience that authentically represented the Amapiano movement and resonated with both Coca-Cola’s global audience and the sounds, tastes and colors of the African continent required careful curation. The challenge was not only executing a flawless live event but ensuring it left a lasting cultural imprint.

"B-Side Events delivered an unforgettable experience at the Apollo, blending music, culture, and brand storytelling for the U.S. debut of Coca-Cola Woozaah. Their expertise in event execution made this launch a massive success, leaving a lasting impact on both attendees and the brand."

The Solution

Execution of Coca-Cola Presents Uncle Waffles at the Apollo Theater on an accelerated six-week timeline, B-Side Events developed a high-impact event strategy focused on seamless production, cultural authenticity, and brand integration. By aligning Coca-Cola’s vision with Uncle Waffles’ global influence and the historic significance of the Apollo Theater, we created an immersive experience that not only introduced Coca-Cola Woozzaah to the U.S. market but also solidified its cultural relevance through music, community, and innovation.

Event Strategy and Activation

Designed and executed a one-night-only event that combined live music, brand storytelling, and immersive activations.
Curated an exclusive, high-energy experience tailored to Coca-Cola’s audience while honoring the Apollo Theater’s legacy.
Custom set design and fabrication including scenic pieces, DJ table and a dynamic lighting package.

Brand Integration & Experience Design

Created dynamic motion graphics that immersed guests in the world of Coca-Cola Woozzaah.
Designed custom event branding, including digital and physical signage, to seamlessly integrate Woozaah’s identity into the venue.
Leveraged strategic storytelling to connect Coca-Cola’s innovation with the global rise of Amapiano music, reinforcing its influence in youth and music culture.

Event Operations and Logistics

Secured the Apollo Theater and navigated all venue logistics, including permits, security, and production requirements.
Developed a fast-tracked production plan, ensuring that staging, lighting, sound, and artist logistics were executed flawlessly within the compressed timeline.
Coordinated artist and talent management, including Uncle Waffles’ performance schedule, soundcheck, and media appearances.
Implemented an efficient credentialing process to manage access control.
Implementation of photography and videography to capture the event and let it live on forever.

The Results

Coca-Cola Presents Uncle Waffles at the Apollo Theater was a sold-out success, generating widespread media buzz and social engagement. As the only U.S. event to feature Coca-Cola Woozaah, it drove exclusivity and high audience participation. Uncle Waffles’ electrifying performance reinforced Coca-Cola’s connection to Amapiano and global youth culture, while strategic marketing and influencer presence extended the brand’s reach beyond the event. By blending music, culture, and immersive brand storytelling, B-Side Events helped create a high-impact event that left a lasting impression.

Coca-Cola Presents Uncle Waffles At The Apollo Theater