Coca-Cola’s recent foray into bold new flavors has a new rep, and it’s an unusual one.
Last month, the company announced a new limited-edition drink: Coca-Cola Starlight, a reddish version of the iconic “space-inspired” flavored soda.
Now, it’s outdoing itself with another offbeat offering: Coca-Cola Zero Sugar Byte, a new flavor that must taste like… pixels.
“Coca-Cola Zero Sugar Byte makes the intangible flavor of the pixel tangible,” Oana Vlad, senior director of strategy at Coca-Cola, told CNN Business via email. It’s “the Coke flavor you know and love with bright elements at the beginning and refreshing at the end,” she said.
Byte is the second beverage – after Starlight – from Coca-Cola Creations, the company’s new innovation division.
The company decided to discontinue half of its portfolio a few years ago, ditching some outdated but beloved drinks, including the Tab. Since then, the soft drink giant has focused on promoting its flagship product, Coca-Cola.
That means creating creative, time-limited flavors and launching intriguing marketing campaigns to promote them. It also means leaving customers intrigued by the taste of some of these new flavors.
The reaction to Starlight was very good, according to Vlad. “We’re seeing a lot of discussion and speculation about its mysterious space flavor,” she said.
“Our fans are intrigued – they love the playful novelty,” she added. “The abstract nature of flavor descriptions provides an opportunity for debate and discussion.”
In other words, the strange flavors are generating buzz.
Drinks launched by Coca-Cola creations are also served with marketing campaigns that cater to customers who love to be online.
The push for “Starlight,” for example, featured a holographic show by pop star Ava Max, which can be accessed via a QR code on the drink’s label. With “Byte”, games are in the spotlight.
appeal to the gamers
“Byte” existed online before real life: the product appeared globally in late March on an island in the Fortnite video game. The island, dubbed Pixel Point, was created by Coca-Cola and its partner PWR, which creates virtual experiences within Fortnite.
Players arriving at Pixel Point can play different games, including one that takes place inside a classic glass Coke bottle.
Once customers get their hands on a Byte can in the real world, they can play an augmented reality game by scanning the pixelated label with their phones.
Beverage brands have long advertised directly to gamers, but with more companies jumping on the bandwagon, competition is heating up.
“We believe it’s important to be present in spaces where gamers play,” said Vlad, noting that “Coca-Cola has long supported the gaming community.” The company has a partnership with video game developer Riot Games.
US customers can purchase Byte online starting May 2 while supplies last. The flavor is only available in two sugar-free packages in the United States, which costs about $15 plus shipping.
“Byte” will be available for sale in select Latin American countries on Monday and in China on May 23.
Source: CNN Brasil
I am Sophia william, author of World Stock Market. I have a degree in journalism from the University of Missouri and I have worked as a reporter for several news websites. I have a passion for writing and informing people about the latest news and events happening in the world. I strive to be accurate and unbiased in my reporting, and I hope to provide readers with valuable information that they can use to make informed decisions.
