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.
Q1: As a woman in a senior role within a global FMCG, what challenges and opportunities have you encountered climbing the corporate ladder in Africa?
Joan Odafe Ejumedia: One of the biggest challenges has been navigating spaces where leadership has traditionally looked and sounded a certain way. As a woman, you sometimes have to work twice as hard to prove competence before your voice is fully heard. But at the same time, Africa presents a huge opportunity because the landscape is evolving rapidly. There’s more room now for diverse leadership, fresh perspectives, and culturally intelligent thinking. I’ve learned that authenticity, consistency, and delivering results eventually create space for you at the table and more importantly, allow you to create space for others coming behind you.
