Carpe Diem Solutions helped The Macallan and Adekunle Gold create an authentic brand partnership that became a genuine cultural moment in Nigeria.
When Adekunle Gold’s team developed their vision for the ‘Coco Money‘ video and sought The Macallan’s partnership, we were brought in to provide strategic support for the brand integration. What started as advisory quickly revealed something bigger: a chance to create an authentic cultural moment.
If you’ve caught the buzz on socials, from TikTok videos to Instagram reels, you’ve seen the final result: Adekunle Gold toasting to good life with his inner circle, styled to perfection under dim lights and soft beats. But the real story began in our strategy sessions with The Macallan team, where we saw beyond simple product placement.
The Macallan, already committed to deepening its connection with Nigeria’s creative community, was open to exploring how this partnership could go beyond traditional placement. Instead of just bottles in frames, why not create the kind of evening where The Macallan naturally belongs?
Building on the creative vision, we helped shape an intimate premiere experience: an invitation-only gathering where the video would debut among friends, creatives, and tastemakers.
Adekunle’s team brought the creative vision, while we helped ensure the brand integration felt natural. The direction leaned into what “Coco Money” already was: smooth, elevated, unmistakably authentic. Every detail, from the visual storytelling to the social choreography, reinforced timeless craftsmanship meeting contemporary culture.
More than a music video premiere, this became a moment that celebrated community. A warm, cinematic evening that showed: this is how culture drinks its whisky.
The evening generated organic social content across TikTok, Instagram, and Facebook, with engagement rates that demonstrated a genuine connection with the audience. The Macallan’s presence was effective because the approach was grounded in understanding the social context in which premium spirits thrive.
We’re proud to have helped transform what began as a product placement discussion into a cultural moment. Carpe Diem remains committed to helping global brands and African creatives find authentic points of connection, one meaningful collaboration at a time.
Cheers to insight-driven strategy. Cheers to craft. Cheers to Coco Money!