Coca-Cola has a new flavor. And this time, with a little help. The latest product from Coca-Cola Creations – Coca-Cola’s innovation platform that brought us Starlight and “pixel-flavored” sodas – is a collaboration with Marshmello, a masked DJ and electronic music producer.
If you think the artist worked with Coca-Cola to develop a marshmallow-flavored drink, you’re wrong. Instead, the new flavor has notes of strawberry and watermelon, the musician’s favorites.
“For our third release from Coca-Cola Creations, we are looking to add an unexpected remix of flavors to a great Coca-Cola taste,” said Oana Vlad, the company’s senior director of global strategy, in a statement announcing the collaboration Wednesday. 29).
“We’ve created a vibrant blend of my favorite flavors in this new blend,” Marshmello said in a statement. “I think it tastes amazing and I hope the fans like it too.”
The new flavor, which also comes in a sugar-free variety, will be available for purchase starting July 11 in the US for a limited time. It will be offered in other countries later this summer.
It is vital for Coca-Cola (KO), which discontinued beloved but outdated drinks like Tab, Odwalla and Honest Tea to get young consumers excited about its flagship product, Coca-Cola. Coca-Cola Creations, which launches digital experiences alongside limited-edition flavors, is designed to help do that.
Starlight was “inspired by space,” the company said in February, describing it as having “notes reminiscent of stargazing around a campfire, as well as a cooling sensation that evokes the feeling of a cold trip into space.” ”.
Byte, the second flavor, “makes the intangible flavor of the pixel tangible,” Vlad said when it launched in April.
Compared to space and pixels, strawberry and watermelon are perfectly mundane. And the idea of partnering with artists on products with their favorite flavors isn’t new, at least in the fast food world.
McDonald’s (MCD) has been successful with its celebrity meals, versions of the artists’ favorite orders that are available for a limited time. The burger chain has teamed up with Travis Scott, BTS and Saweetie, among others. Burger King followed with its own celebrity business.
According to Coca-Cola, this is the first time a drink has been created together with an artist. The new flavor is getting the full digital treatment from Coca-Cola Creations.
On July 9, before launch, he will appear on Marshmello’s Twitch channel. And starting July 25th, those who have gotten their hands on a can will be able to scan a QR code on the package to access the Coca-Cola Creation website. There, “AI technology will transform your emotions as you listen to Marshmello’s latest track into a personalized piece of digital art,” according to the company.
For Starlight, there was a holographic concert by Ava Max. And Byte was introduced to consumers at Fortnite, a nod to the importance of players to food and beverage companies.
Source: CNN Brasil
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