Trademark disputes involving the viral catchphrase “Something Hooge,” popularly associated with Nigerian comedian Chukwuemeka Ejekwu, also known as Sabinus, have been amicably resolved.
The development was announced by Micheal Nwabufo, popularly known as Mike Premium, who is the President of the Practitioners of Content Creators, Skit Makers and Influencers Guild of Nigeria (PCCSIGN).
The issues involved major consumer brands Peak Milk and Gala Sausage Roll, which had previously used elements linked to Sabinus’ creative identity in promotional campaigns.
Mike Premium, who represented the creator’s interests within the creative industry ecosystem, had earlier initiated legal proceedings seeking ₦1 billion against FrieslandCampina WAMCO Nigeria PLC, the makers of Peak Milk, and ₦100 million against UAC Foods Limited, producers of Gala Sausage Roll, over the use of the catchphrase.
However, providing an update, the PCCSIGN president confirmed that the matter has now been resolved through mutual agreement, partnership and professional engagement.
According to him, the outcome reflects a positive development for Nigeria’s creative industry and shows that disputes relating to intellectual property rights can be addressed constructively through legal processes and dialogue.
The phrase “Something Hooge” became widely popular through Sabinus’ comedy skits and was later filed for trademark protection with the Federal Ministry of Trade and Investment’s Industrial Property Office Registry.
Official records indicate that the word mark “Something Hooge” was filed on November 26, 2021, and accepted on December 4, 2021, under multiple trademark classes, including Class 35 (advertising and business promotion), Class 36 (financial and commercial affairs), and Class 41 (entertainment, training and cultural activities).
Mike Premium explained that registering the phrase across several classes positioned it as a recognised intellectual property asset tied to Sabinus’ entertainment brand.
He added that the guild is using the development to promote greater awareness among Nigerian content creators, skit makers, and influencers about the importance of protecting their intellectual property.
According to him, PCCSIGN has also been engaging stakeholders across the creative ecosystem to encourage creators to register their intellectual property, formalise their businesses, and structure collaborations with brands properly.
He further confirmed that no further legal action is pending regarding the matter.
Sabinus first raised concerns about the use of the phrase in 2022 after Peak Milk used “Something Hooge” in a promotional post for its National Breakfast Week campaign on social media.
Through his legal representatives, the comedian demanded compensation, arguing that the slogan had already been registered as his intellectual property.
He also raised a separate complaint against UAC Foods, alleging that the company used a cartoon image resembling him in a promotional post for Gala sausage roll without his consent.
Sabinus, widely known as Oga Sabinus or Mr Funny, gained national recognition through his viral online comedy skits and won the Best Online Social Content Creator award at the Africa Magic Viewers’ Choice Awards (AMVCA) in 2022.
