Coca-Cola has unveiled plans for a swathe of limited edition launches - including a new version of the core drink inspired by outer space.
The soft drinks giant has created a new “global innovation platform” called Coca-Cola Creations, through which it will launch a range of limited edition products “inspired by different cultural cues”.
The first, Coca-Cola Starlight, will roll out in North America from Monday 21 February, with a UK launch to follow over the coming months. It is billed as being inspired by space.
Coca-Cola has teamed up with pop singer Ava Max to promote the launch, with Max fronting a digital and augmented reality campaign.
The drink itself offered an “unexpected” flavour with a “cooling sensation”, said Coca-Cola senior global director of experience and interactive design Josh Schwarber. A zero-sugar version will of Starlight will also roll out..
The brand said the launch marked “the beginning of a series of exciting, innovative Coca-Cola Creations that will roll out in different countries around the world”.
It comes as Coca-Cola has spent past years expanding into new pastures in a bid to become what it calls a ‘Total Beverage Company’.
This drive has seen it make major strides into sectors such as coffee, with moves such as the acquisition of Costa, and sports & energy drinks, with the launch of new brands such as Reign in 2019 and, more recently, with the $5.6bn deal to take full control of sports drinks brand BodyArmor, in which it initially acquired a 15% stake in 2018.
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