With the launch of the Creations campaign, Coca-Cola is looking for bold and conceptual flavor profiles to appeal to more young consumers.
The Coca-Cola Company has announced the launch of a new Creations campaign featuring experimental soda flavors and accompanying digital and real experiences. The campaign is part of the Real Magic global platform launched in 2021.
Coca-Cola Creations will be the first to release a Coca-Cola flavored cola. Its creators drew inspiration from the growing interest in space travel. The drink itself, called Starlight, is positioned as a soda with a cooling effect, designed to "inspire thoughts of exploring the cold void." The packaging features cosmic nebulae and star trails with signature brand design elements.
QR codes will be placed on cans and bottles of the new product, opening augmented reality effects to customers. In particular, it will be possible to watch Ava Max performing “Sweet But Psycho”, “Kings & Queens” or “Every Time I Cry” against the background of the space station.
Starlight sales start on February 21st. The drink will be available in retail chains for a limited period of time. Starlight will be available in both classic and zero sugar versions. It is known that the drink will appear on sale in the USA, Canada, Mexico, Europe and key markets in Asia.
Going forward, Coca-Cola will continue its new product campaign to position the brand closer to cultural influences such as gaming, sports and music.
The company noted that the main idea is to give the familiar elements of cola a new form of brand expression, which includes a digital media mix, writes Dive Insight. The company has previously dabbled in creating NFTs and has been spotted on Dencentraland. The new promotion will be available to all users, including through social media channels.
With the launch of the campaign, Coca-Cola is looking for bolder and more conceptual flavor profiles and hopes to attract more young consumers. The brand is also currently collaborating with streetwear manufacturer Staple on an interstellar-themed capsule collection. The collection includes sweatshirts, bomber jackets and shorts.
Market participants note that Coca-Cola's main competitor, Pepsi, also hit new flavors last year with the release of limited-edition vintage versions of sodas that nod to the musical Grease, first staged in Chicago in 1971.