In this interview with, Joan Odafe Ejumedia, Marketing Manager for Scotch (South West Central Africa), and Theo Zulu, Senior Brand Manager for Don Julio and Casamigos (South West Central Africa), take us behind the scenes of Blue42, the new experiential platform unveiled at the Africa Magic Viewers’ Choice Awards 2026.
They break down the thinking that shaped the collaboration, what Blue42 really represents beyond the moment of launch, and the kind of consumer it was designed for. More importantly, they share why this kind of platform matters now, at a time when culture, luxury, and entertainment are increasingly overlapping in how people choose to engage with brands.
From the intent behind the partnership to the experience it delivered on ground, the conversation explores how Diageo is reimagining premium engagement in Africa, and what Blue42 signals for the future of consumer connection within the premium spirits category across the region.
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