Atlanta-based Coca-Cola has unveiled its new global innovation platform, Coca-Cola Creations, along with its first limited-edition product, Coca-Cola Starlight.
Coca-Cola Creations will take the Coca-Cola trademark and lend it to new expressions of collaboration, creativity and cultural connections. Through limited-edition, sequential releases, the beverage company will introduce new products and experiences across physical and digital worlds.
Coca-Cola Creations was developed under the “Real Magic” brand platform, which was revealed in late 2021.
“For over a century, Coca-Cola has maintained its iconic status around the world as a symbol of optimism that has refreshed generations. When we launched ‘Real Magic,’ we wanted to connect with and celebrate the experiences that bring joy to young people today, and that has taken us to an exciting new territory,” said Oana Vlad, senior director of global brand strategy.
“Coca-Cola Creations aims to surprise, delight and engage global audiences through magical and unexpected tastes, moments and collaborations – something we know our fans have come to expect from us,” Vlad said.
Coca-Cola Starlight, the first drink in this line up, combines the original taste with a dash of the unexpected and a reddish hue. Its company says the taste has notes reminiscent of stargazing around a campfire, as well as a cooling sensation that evokes the feeling of a cold journey to space.
“Thirty-five years ago, Coca-Cola partnered with NASA to become one of the first soft-drinks to travel to space,” Vlad said. “That same passion for space still exists today. With Coca-Cola Starlight, we wanted to celebrate the remarkable ability of space exploration to inspire generations to discover new worlds of infinite possibilities. We set out to bring that concept to life through a simple sip, capturing some of the mystery and essence of what we love about space.”
New packaging designs for Coca-Cola Starlight
Coca-Cola Starlight will offer a unique packaging design, featuring a multi-dimensional, light-filled star field and will be supported by a digital-first marketing campaign, including a partnership with global popstar, Ava Max.
The campaign is led by an augmented reality “Concert on a Coca-Cola” experience that can be accessed via cocacola.com/creations and by scanning one of the new packaging cans or bottles. Surrounded by red liquid and gradient lighting, Max will perform her universal hits, “Kings and Queens,” “Sweet But Psycho” and “EveryTime I Cry” as part of an AR-holographic private concert using the can as an anti-gravity, translucent space station.
The experience design and production was created by Virtue and Tool. The company partnered with Forpeople on the packaging design.
“Coca-Cola Starlight takes people on a journey in the same way that music has the ability to transport listeners to new worlds with each song,” said Max. “It’s been exciting to collaborate with Coca-Cola on this project. We wanted to create an other-worldly experience – through technology. I hope people enjoy this rendition of Kings & Queens, as well as the other tracks to come.”
Learn more at coca-colacompany.com.
