With the platform, the brand intends to present new products and experiences in physical and digital spaces.
One of the first soft drinks to travel to space, 35 years ago, after a partnership with NASA, Coca-Cola returns to using outer space as a theme. The brand has just announced the limited edition Coca-Cola Starlight, the first release of Coca-Cola Creations, the company’s new global innovation platform, created to introduce new products and experiences in both physical and digital environments.
Coca-Cola Creations was developed under the framework of another branded platform, “Magic Happens”, announced in late 2021. “Coca-Cola hopes to surprise, delight and engage global audiences through magical flavors, moments and collaborations and unexpected events, something we know our customers expect from us,” said Oana Vlad, Senior Director of Global Strategy at The Coca-Cola Company.
The launch of Coca-Cola Starlight, according to the brand, carries the understanding that, in a world with multiple possibilities, “somewhere in our universe, there may be another type of Coca-Cola and another way to connect”. . The regular version of the product will be available for a limited time starting February 21 in North America. In other selected countries, it will only be found under the zero-sugar option.
As a communication strategy, the brand selected Ava Max, global pop star, as an ambassador and will direct efforts to digital. The flagship is an augmented reality (AR) experience, “Concerts with Coca-Cola”, which can be accessed by www.cocacola.com/creations or scanning Coca-Cola Starlight cans and bottles.
Those who access, will be able to see Ava Max playing some of her hits, such as “Kings & Queens”, “Sweet But Psycho”, and “EveryTime I Cry”. The experience works as part of a private AR-holographic show using the can or bottle as an anti-gravity space station. Experience design and production were created by Virtue and Tool. For the packaging design, the brand partnered with Forpeople.
