Coca-Cola is launching a new limited-edition flavor, Coca-Cola Move, in collaboration with Grammy Award-winning singer Rosalía. As with its other high-concept flavors, Coke isn’t sharing the Move’s taste.
Like Starlight, Byte, and Dreamworld before it, Move doesn’t have a traditional cherry-like flavor. Instead, the beverage should represent a state of mind or an idea – in this case, transformation.
For the flavor profile, Coca-Cola (KO) “draws inspiration from the many facets of transformation, selecting a unique blend of bold and delicate flavors that pay homage to the great taste of Coca-Cola (KO) while also expands on what can be,” explained a company spokesperson.
To this reporter, the zero-sugar version of Move tasted like popcorn. Or at least like popcorn-flavored Coke. The drink is sweet, with buttery caramel notes.
It’s hard to say if that’s what the brand intended, although one could argue that popcorn is really just processed corn.
For Coca-Cola, limited edition items are a way to highlight their flagship product, Coca-Cola.
“They are not designed to be variants that will last forever, but they are more engaging and more interesting, demonstrably, than a flavor, a Coke with vanilla or something like that,” said Coca-Cola CEO James Quincey, during Redburn’s CEO conference in November. “Test the boundaries… it’s about engaging with consumers.”
As interest in whole soda wanes, soda manufacturers need to get creative with new products.
Experimental flavors, introduced since last year, launch alongside digital experiences, giving Coca-Cola another way to reach people online.
Byte debuted in Fortnite, and Dreamworld customers could purchase virtual merchandise for their avatars online. The Starlight can featured a QR code that gave customers access to a holographic Ava Max show.
The Move can also has a QR code, which directs people to behind-the-scenes content, a playlist, and a personality test that helps create a 3D avatar, among other things. As part of the partnership, Rosalía is releasing a new single and video to accompany the soda.
Partnering with Rosalía also offers another advantage: gaining strength with her fans. The Spanish musician has received critical acclaim internationally and has her first world tour in 2022.
Working with celebrities proved successful for others, such as McDonald’s, which used partnerships with high-profile artists and musicians to boost sales.
Coca-Cola once worked with a musician. In June, he co-created a Coca-Cola drink with Marshmello, a famous masked DJ and electronic music producer. This drink had hints of strawberry and watermelon, Marshmello’s favorite.
Move will be available in stores across the US and Canada starting February 20th. It comes in both full-sugar and zero-sugar varieties and will cost you as much as a regular Coke.
Coca-Cola releases its results on Tuesday, February 14th.
Source: CNN Brasil
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