Coca-Cola has revealed a brand new out-of-this-world flavor. On Thursday the beverage giant announced the release of Starlight, a new soda that blends its signature flavor with a dash of the unexpected. The drink is part of the company’s new innovation platform for limited-edition products, described as the perfect combination of marketing, creative design, and tech. Starlight will be available to American consumers next week.
Coca-Cola’s “space coke” is said to have a unique taste that the brand says includes notes reminiscent of stargazing around a campfire, as well as a cooling sensation that evokes the feeling of a cold journey to space. The liquid will also have a reddish hue and comes with a zero-sugar option. The soda will be launched across the rest of North America, Europe, and Asia in the next two months, with plans to stay on shelves for six months.
The packaging for Coca-Cola’s Starlight includes stars and a gradient of shades featuring the colors of a nebula. Describing the creative process behind the new product via Nasdaq, design director Josh Schwarber said, the company collectively knew that for each of these creations the first thing they had to do was to unlock the flavor and those unique tastes. “Because those would be the centerpieces around which we’d build the larger creative experiences,” he told the publication.
To promote the drink, Coca-Cola Creations has partnered with pop singer Ava Max (of My Head & My Heart fame) for a unique digital marketing campaign. Folks who purchase Starlight can scan the can or bottle on Coca-Cola Creations to unlock an augmented reality private concert experience, with a holographic Max performing three of her biggest hits – Kings & Queens, Sweet But Psycho, and Every Time I Cry. During her performance, the singer will be surrounded by red liquid, gradient lighting, and more.
The company also has plans to launch new fantasy-inspired products under the Coca-Cola Creations banner. This includes a series of limited flavors, collaborations, and experiences covering both the physical and digital worlds. Their latest endeavor follows the steps of the September 2021 launch of the Real Magic campaign, the soft drink company’s first global brand platform since 2016.
Speaking about the launch, Senior Director of Global Brand Strategy at Coca-Cola Oana Vlad said when the company launched Real Magic, they wanted to connect with and celebrate the experiences that bring joy to young people today. That strategy has taken them to an exciting new territory (via CNN Business). For Coca-Cola, reaching young folks is essential, as interest in soft drinks has been declining for years. Exciting new campaigns and mysterious products could be a great way to get new customers to pay attention.
Coca-Cola Starlight will hit stores across the United States on February 21st. The exciting new drink will be available for purchase in individual 20-ounce bottles as well as 10-packs of 7.5-ounce mini cans. The product is also a cool nod to when the soft drink giant actually sent a can of Coke to space in the 1980s.