Coca-Cola global innovation platform debuts first product

ATLANTA – Coca-Cola Co. launched a new global innovation platform – Coca-Cola Creations – and with it its first limited product.

The new platform will take the Coca-Cola trademark and give it new expressions driven by “collaboration, creativity and cultural ties”.

“For more than a century, Coca-Cola has maintained its cult status around the world as a symbol of optimism that has renewed generations,” said Oana Vlad, senior director of global brand strategy at Coca-Cola Co. – When we launched “Real Magic”, we wanted to connect and celebrate an experience that brings joy to young people today, and which brought us to a new exciting territory. Coca-Cola Creations strives to surprise, delight and engage a global audience through enchanting and unexpected tastes, moments and collaborations – something we know our fans expect from us. ”

The first limited product of Coca-Cola Creations is Coca-Cola Starlight.

According to Coca-Cola, the new drink combines the taste of the original Coca-Cola with an “unexpected, including reddish tinge.” The company claims that Coca-Cola Starlight includes additional notes, “reminiscent of watching the stars around the fire, as well as the feeling of cooling that causes the feeling of a cold journey into space.”

Other details of the taste of the drink are a bit vague.

“Thirty-five years ago, Coca-Cola in partnership with NASA became one of the first soft drinks to travel into space,” said Ms. Vlad. “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 has a unique packaging design that includes a multidimensional, light-filled star field. The launch of the drink will be supported by a marketing campaign that extends to digital technology, including a partnership with world pop star Ava Max, the company said. Coca-Cola has also said it plans to collaborate with leading designers including world-renowned streetwear brand Staple as well as social filters on Instagram.

Coca-Cola Starlight will be available for a limited time in North America and some parts of the world in the coming months with only zero sugar.

Later this year, Coca-Cola announced it would present additional limited editions of Coca-Cola Creations with unique innovations and unexpected collaborations.

The launch of Coca-Cola Creations and the debut of Coca-Cola Starlight came less than two years after the company detailed plans to abandon Diet Soda Tab, Zico Coconut Water, Odwalla, Coca-Cola Life and Diet Coke Feisty Cherry. At the time, Coca-Cola said it wanted to free up resources to invest in brands with the potential to scale for different categories of beverages, states needed and booze.


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