In mid‑2022, Nigerian comedian and content creator Chukwuemeka “Sabinus” Ejekwu sparked headlines when he threatened legal action against major consumer brands over the use of his catchphrase “Something Hooge.”
The phrase, which had become a signature part of his online persona and was formally registered as his trademark in late 2021, appeared in promotional material posted by Friesland Campina WAMCO Nigeria PLC, the makers of Peak Milk, and an animated image resembling him was used in ads by UAC Foods Limited, producers of Gala Sausage Roll.
This was reportedly without his consent. In legal notices served to both companies in May 2022, Sabinus demanded a combined ₦1.1 billion in compensation and damages should they fail to comply or settle the matter.
For nearly four years, the dispute simmered as a high-profile example of how intellectual property issues play out at the intersection of social media fame and corporate marketing.
But in March 2026, the Practitioners of Content Creators, Skit‑Makers and Influencers Guild of Nigeria (PCCSIGN) confirmed that the disagreement had been resolved amicably through dialogue and mutual agreement, rather than through drawn‑out litigation.
Representatives from the guild said the settlement reflects a positive outcome for the creative community, showing that such disputes can be handled constructively and that creators and corporations alike can find common ground when intellectual property rights are properly respected.
Background: How “Something Hooge” Became an Intellectual Property Flashpoint
Before it became a headline-grabbing legal matter, “Something Hooge” was the signature catchphrase of Sabinus. It was widely shared across his social platforms and helped him build one of Nigeria’s most recognisable online brands.
By late 2021, after the phrase gained significant cultural traction, Sabinus secured trademark protection for it through Nigeria’s Federal Ministry of Trade and Investment, with trademark file number NG/TM/O/2021/48316 issued on November 26, 2021.
The controversy erupted in May 2022 when Peak Milk used the phrase in an Instagram advertisement during its Peak National Breakfast Week campaign. Sabinus’ legal team argued that the company’s use of the term without consent constituted unauthorised exploitation of his intellectual property.
He also raised a complaint against Gala Sausage Roll for using an animated image resembling him in social media advertising, asserting that the likeness was used without permission and had driven engagement for the brand’s posts.
In formal pre-suit notices, Sabinus demanded ₦1 billion from Peak Milk and ₦100 million from UAC Foods for unauthorized use, citing compensation and damages for the infringement and its impact on his brand. At the time, the case drew widespread attention not only because of the sums involved but also because it highlighted an emerging legal frontier for content creators: the enforceability of intellectual property rights in Nigeria’s growing digital entertainment economy.
The Trademark Dispute
At the heart of the dispute was the claim that two major brands used Sabinus’ intellectual property without authorization.
Peak Milk Claim:
• Sabinus argued that Peak Milk used his registered trademark “Something Hooge” in an Instagram advertisement on May 24, 2022.
• The legal notice alleged that the advert profited from the phrase’s popularity, generating engagement because it leveraged Sabinus’ signature line.
• Sabinus demanded ₦500 million as compensation for unauthorised use and another ₦500 million for damages, setting the total claim at ₦1 billion.
Gala Sausage Roll Claim:
• Sabinus also raised a complaint against UAC Foods for using a cartooned image resembling him in their Instagram advert, along with a caption referencing the phrase.
• His legal team argued that the use of the cartooned likeness was without permission. Sabinus demanded ₦100 million for unauthorized use of his image.
Both companies were given 14 working days to comply or face formal litigation. The notices and the associated media coverage sparked public debate on how intellectual property rights apply to internet culture and creator content in Nigeria.
Resolution/Settlement
After nearly four years, the long-running dispute was resolved amicably. In March 2026, Ambassador Micheal Obinna Nwabufo, president of PCCSIGN, confirmed that Sabinus and the two brands had reached a mutually acceptable agreement. The settlement followed earlier demands totaling ₦1.1 billion but the exact financial or contractual terms were not disclosed publicly.
PCCSIGN emphasized that the resolution was achieved through constructive dialogue rather than litigation, marking a positive outcome for Nigeria’s creator economy. Leaders said the settlement highlights the importance of respecting registered trademarks and the growing market value of creator-generated intellectual property.
Conclusion: What the “Something Hooge” Settlement Means
The resolution of Sabinus’ “Something Hooge” dispute underscores the rising importance of intellectual property rights for digital creators. For Sabinus, it reinforces his role as both a comedian and a brand owner capable of defending his creative assets. For companies like Peak Milk and Gala, it demonstrates the necessity of securing permissions and respecting creators’ trademarks.
Ultimately, the amicable settlement signals a maturing landscape for digital content and brand collaborations in Nigeria. It shows disputes can be resolved professionally, reputations preserved, and mutually beneficial agreements reached without lengthy public court battles. It serves as a blueprint for creators and brands navigating intellectual property in Africa’s fast-growing creative economy.
