The trademark dispute surrounding the viral phrase “Something Hooge,” closely associated with Nigerian comedian Emmanuel Chukwuemeka Ejekwu, popularly known as Sabinus, has officially been resolved after discussions between the parties involved.
The development was confirmed by Micheal Obinna Nwabufo, president of the Practitioners of Content Creators, Skit-Makers and Influencers Guild of Nigeria (PCCSIGN). According to him, the disagreement involving the use of the popular catchphrase in advertising campaigns by major consumer brands was settled through dialogue and professional engagement rather than prolonged courtroom battles.
The dispute had earlier drawn attention within Nigeria’s entertainment and advertising industries after companies including FrieslandCampina WAMCO Nigeria PLC and UAC Foods Limited were accused of using elements connected to Sabinus’ comedic identity in marketing campaigns without proper authorization.
At the height of the disagreement, legal representatives acting on behalf of the guild reportedly sought ₦1 billion in damages from FrieslandCampina WAMCO and ₦100 million from UAC Foods. The claim centered on the alleged commercial use of the phrase “Something Hooge,” which had become widely recognized through Sabinus’ viral comedy skits.
The catchphrase gained massive popularity across social media platforms and became strongly tied to Sabinus’ brand, helping the comedian build a recognizable identity in Nigeria’s rapidly growing digital comedy space.
Records show that steps had been taken to formally protect the phrase as intellectual property. The trademark application was filed with the Industrial Property Office under Nigeria’s Federal Ministry of Trade and Investment in November 2021 and was later accepted in December of the same year. The registration covers several categories, including advertising services, entertainment activities, and financial-related services.
According to Nwabufo, securing trademark protection played a significant role in strengthening the legal recognition of the phrase as a creative asset connected to the Sabinus brand.
He explained that the eventual resolution demonstrates that intellectual property disputes within the country’s creative sector can be addressed constructively when stakeholders choose negotiation and collaboration over extended litigation.
Industry observers say the case has also sparked broader conversations about ownership and protection of creative ideas in Nigeria’s expanding content creation ecosystem. With comedians, influencers, and digital creators building brands around unique phrases, characters, and storytelling styles, the question of intellectual property protection has become increasingly important.
The guild noted that it is now placing greater focus on educating creators about the importance of registering their creative works and entering formal agreements when collaborating with corporate brands.
According to Nwabufo, PCCSIGN is also working on several initiatives designed to strengthen Nigeria’s creator economy. These include industry guidelines, training programmes for content creators, and partnerships with government institutions to improve the legal and business framework surrounding the digital entertainment industry.
He also praised the legal teams involved in the discussions for their professionalism and commitment to finding a peaceful resolution. With the matter now settled, he confirmed that there are currently no further legal actions pending between the parties.
For many observers in the entertainment industry, the resolution is being viewed as a positive step that reinforces the growing recognition of intellectual property rights in Nigeria’s fast-evolving digital content space.
