Coca-Cola Introduces Flavor Of ‘Transformation’, Lets You Taste ‘Power Of Music’
Ever wondered what “transformation” tastes like? Well, that’s what Coca-Cola hopes to convey in its latest Creations flavor, one that the brand claims is its “boldest and edgiest” yet.
The new flavor to start off the year comes as fans were treated to several special sodas last year—drinks that emphasize a vibe instead of a particular ingredient—such as ones that taste like dreams, the cosmos, and even pixels on a screen.
Now, in collaboration with Grammy-award-winning singer Rosalía, Coca-Cola wants customers to taste “the transformational power of music,” especially in a generation where self-expression is what drives young people forward.
The can’s special edition packaging takes on the two contrasting sides of the artist’s persona, including a vibrant pink representative of her playful and creative personality, and a black that stands for bold elegance.
Typography plays a role in the entire message, too, as the brand’s iconic Spencerian script morphs into sketches personally drawn by Rosalía during a creative workshop.
Fans can scan the QR code on the limited-edition bottles and cans to take a personality quiz that will generate a custom 3D for each person, complete with metaverse-inspired avatars and playlists based on fan responses.
“Transformation as a means of self-expression is powerful and resonant for today’s generation … We’re excited for another great year with Coca-Cola Creations,” said Oana Vlad, Senior Director, Global Strategy at The Coca-Cola Company.
“Last year’s fantasy-flavor innovations kept fans guessing with a dash of the unexpected, while delivering only-Coke-can-do experiences that both leaned into passion points and pushed the boundaries of how we engage as a brand.”
Stay tuned for more special Coca-Cola Creations launching this year, with the brand promising unique innovations and unexpected collaborations to boot.
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[via Marketing Dive and The Coca-Cola Company, images via The Coca-Cola Company]
