Coca-Cola has unveiled a limited-edition “mystery” drink it claims is inspired by “the playfulness and brightness of dreams”.
Called Coca-Cola Dreamworld, it has rolled out in 250ml cans featuring “whimsical shapes and electric colours to create dream-like optical illusions”, according to the brand (rsp: 77p).
However, the soft drinks giant was keeping “the exact taste profile of the new flavour under wraps” to add to its air of “mystery”, it said.
In support of the launch, Coca-Cola has partnered with digital fashion platform DressX, to offer a “Dreamworld-inspired digital wearable fashion collection for the metaverse” that can be downloaded as a shareable outfit of the day.
It has also launched an augmented reality music experience in collaboration with electronic dance music festival Tomorrowland, which shoppers can access by scanning a QR code on the cans.
The launch follows the UK release of two limited-edition cans over the past 12 months under its new “global innovation platform” Coca-Cola Creations.
They were: Intergalactic, a “reddish” drink with “a cooling sensation”, inspired by space; and Marshmello, a strawberry and watermelon flavoured drink created in partnership with the music producer of the same name.
Martin Attock, VP of commercial development at Coca-Cola Europacific Partners GB, said the Creations innovation platform had been “well received by shoppers so far – driving in-store theatre and excitement around the Coca-Cola brand”.
Attock said he was “confident that the great-tasting mystery flavour and intriguing proposition of Dreamworld” would “further engage new and existing shoppers, maintaining the momentum behind the Coca-Cola brand during the final months of 2022”.
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