ATLANTA – (BUSINESS WIRE) – Coca-Cola today unveiled its new global innovation platform Coca-Cola Creations along with its first limited product Coca-Cola Starlight.
Coca-Cola Creations will take the iconic Coca-Cola trademark and give it new expressions driven by collaboration, creativity and cultural ties. With a limited edition of consecutive releases Coca-Cola Creations will present new products and experiences in the physical and digital world. Coca-Cola Creations was developed under the Real Magic brand platform, which was introduced in late 2021.
“For more than a century, Coca-Cola has maintained its cult status around the world as a symbol of optimism that refreshes generations. “When we launched Real Magic, we wanted to connect and celebrate an experience that brings joy to young people today and that has taken us to a new exciting territory,” said Oana Vlad, Senior Director of Global Brand Strategy, The Coca – Cola Company. “Coca-Cola Creations strives to surprise, delight and engage a global audience through enchanting and unexpected tastes, moments and collaborations – something we know what our fans expect of us.”
The first product to be launched as part of Coca-Cola Creations is Coca-Cola Starlight, created with the vision that – in a world of endless possibilities – somewhere in our universe there may be a different kind of Coca-Cola, a different way to connect with each other. . .
Coca-Cola Starlight combines the wonderful taste of Coca-Cola with a touch of surprise, including a reddish tinge. Its taste includes additional notes reminiscent of stars around a campfire, as well as a feeling of cooling that evokes the feeling of a cold journey into space.
“Thirty-five years ago, Coca-Cola in partnership with NASA became one of the first soft drinks to go into space,” Vlad said. “The same fascination with space exists today. With Coca-Cola Starlight, we wanted to celebrate the remarkable ability to explore space to inspire generations to discover new worlds of endless possibilities. We decided to bring this concept to life through a simple sip, capturing part of the mystery and essence of what we love in space.
Coca-Cola Starlight offers a unique packaging design with a multidimensional, light-filled star field, and will be supported by a marketing campaign that is unveiling the first digital format, including a partnership with world pop star Ava Max. The campaign is conducted using the Extraordinary Augmented Reality (AR) “Coca-Cola Concert,” which can be accessed through www.cocacola.com/creations and scanned a jar or bottle of Coca-Cola Starlight. Surrounded by red liquid and gradient lighting, Max will perform his universal hits “Kings & Queens”, “Sweet But Psycho” and “EveryTime I Cry” as part of a private concert with AR holography, using a spray can as antigravity. translucent space station. The design and production experience was created by Virtue (a VICE-based agency) and Tool. Coca-Cola collaborated with Forpeople in creating the packaging design.
“Coca-Cola Starlight takes people on a journey in the same way that music is able to transport listeners to new worlds with each song,” Ava Max said. “It was interesting to collaborate with Coca-Cola in this project. We wanted to create an extraterrestrial experience – with the help of technology. I hope people enjoy this performance of Kings & Queens as well as other tracks in the future. ”
Coca-Cola Starlight will also be celebrated through partnerships and collaborations with leading designers, including world-renowned streetwear brand Staple, as well as social filters on Instagram.
Coca-Cola Starlight is available for a limited time, starting Feb. 21, in North America and some parts of the world in the coming months without sugar alone.
Later this year, Coca-Cola will present additional limited editions of Coca-Cola Creations with unique innovations and unexpected collaborations.
Coca-Cola (NYSE: KO) is a beverage company with products sold in more than 200 countries and territories. The goal of our campaign is to renew the world and change it. We sell multi-billion dollar brands in several beverage categories worldwide. Our portfolio of carbonated soft drinks includes Coca-Cola, Sprite and Fanta. Our brands of hydration, sports, coffee and tea include Dasani, smartwater, vitaminwater, Topo Chico, BODYARMOR, Powerade, Costa, Georgia, Gold Peak, Honest and Ayataka. Our brands of food, juices, dairy and beverages of plant origin include Minute Maid, Simply, Innocent, Del Valle, Fairlife and AdeS. We are constantly transforming our portfolio: from reducing sugar in beverages to launching innovative new products. We strive to positively impact people’s lives, society and the planet through replenishment of water, recycling of packaging, rational use of practices and reduction of carbon emissions in our value chain. Together with our bottling partners, we employ more than 700,000 people, helping provide economic opportunities to local communities around the world. Find out more at www.coca-colacompany.com and follow us TwitterInstagram, Facebook and LinkedIn.