ATLANTA — The Coca-Cola Co. has launched a new global innovation platform — Coca-Cola Creations — and along with it its first limited-edition product.
The new platform will take the Coca-Cola trademark and lend it to new expressions, driven by “collaboration, creativity and cultural connections.”
“For over a century, Coca-Cola has maintained its iconic status around the world as a symbol of optimism that has refreshed generations,” said Oana Vlad, senior director of global brand strategy at Coca-Cola Co. “When we launched ‘Real Magic,’ we wanted to connect with and celebrate the experiences that bring joy to young people today, and that has taken us to an exciting new territory. Coca-Cola Creations aims to surprise, delight and engage global audiences through magical and unexpected tastes, moments and collaborations — something we know our fans have come to expect from us.”
Coca-Cola Creations’ first limited-edition product is Coca-Cola Starlight.
According to Coca-Cola, the new beverage combines the taste of original Coca-Cola with “a dash of the unexpected, including a reddish hue.” The company claims Coca-Cola Starlight includes additional notes “reminiscent of stargazing around a campfire, as well as a cooling sensation that evokes the feeling of a cold journey to space.”
Other details on the beverage’s taste are a bit vague.
“Thirty-five years ago, Coca-Cola partnered with NASA to become one of the first soft-drinks to travel to space,” Ms. Vlad said. “That same passion for space still exists today. With Coca-Cola Starlight, we wanted to celebrate the remarkable ability of space exploration to inspire generations to discover new worlds of infinite possibilities. We set out to bring that concept to life through a simple sip, capturing some of the mystery and essence of what we love about space.”
Coca-Cola Starlight features a unique packaging design that includes a multi-dimensional, light-filled star field. The beverage’s launch will be supported by a digital-first marketing campaign, including a partnership with global popstar Ava Max, the company said. Coca-Cola also said it plans to partner with leading designers, including world-renowned streetwear brand Staple, as well as social filters across Instagram.
Coca-Cola Starlight is available for a limited time across North America and in select countries globally in the coming months in zero-sugar only.
Later this year, Coca-Cola said it will introduce additional limited-edition Coca-Cola Creations featuring unique innovations and unexpected collaborations.
The launch of Coca-Cola Creations and debut of Coca-Cola Starlight comes less than two years after the company detailed plans to discontinue Tab diet soda, Zico coconut water, Odwalla, Coca-Cola Life and Diet Coke Feisty Cherry. At that time, Coca-Cola said it wanted to free up resources to invest in brands with the potential to scale across beverage categories, need states and drinking occasions.