The Colonel wants his Coke® money.
Africa is the "It" continent right now. And Libyan leader Muammar Gaddafi knows it. Which is why the pissed off Krazy Kolonel is claiming that the "It" in "Coke Is It" is in fact African.
"The essential ingredients for Coca-Cola come from African plants and so compensation must be paid to us."
(is this fucking week over yet?)