The new drink has packaging in contrasting tones, drawings made by the singer, in addition to a QR Code to take fans to digital experiences.
Coca-Cola has launched another limited edition of Coca-Cola Creations. This time, the partnership involved the Spanish singer Rosala.
The new flavor of the drink gained packaging with a contrasting design, in shades of pink and black, and features drawn by the artist herself while she tasted the drink.
Transformation as a means of self-expression is powerful and resonates with the current generation, and music is the universal language for transformation. The partnership with Rosala opens new paths for the brand. We hope our fans love this drink,” said Oana Vlad, Senior Director of Global Strategy at The Coca-Cola Company.
In addition to the drink, Rosalia is also releasing her new song, called “LLYM”, on January 27th and which was created for Coca-Cola Creations. The song will serve as the soundtrack for the drink’s launch video, starring Rosala. The experiences were designed and produced by AKQA and the WPP OpenX team.
With the product, fans can scan the QR code on the can to access the digital Coca-Cola Creations Hub, where they can have digital experiences, explore new territories and have access to behind-the-scenes content on the production of the singer’s new single.
In the digital environment, fans will also have an opportunity to bid for Rosala’s autographed memorabilia through an online auction. The proceeds from the auction will be donated to the Antonio Gala Foundation.
