Coca-Cola Launches Global Innovation Platform Coca-Cola Creations

ATLANTA–(BUSINESS WIRE)–Coca Cola today unveiled its new global innovation platform, Coca-Cola Creations, as well as its first limited-edition product, Coca-Cola Starlight.

Coca-Cola Creations will take the iconic Coca-Cola brand and lend it to new expressions, driven by collaboration, creativity and cultural connections. Through limited and sequential editions, Coca-Cola Creations will introduce new products and experiences to the physical and digital worlds. Coca-Cola Creations was developed under the “Real Magic” brand platform, which was revealed in late 2021.

“For more than a century, Coca-Cola has maintained its iconic status around the world as a symbol of optimism that has refreshed generations. When we launched ‘Real Magic’, we wanted to connect and celebrate experiences that bring joy to young people today, and it has taken us into exciting new territory,” said Oana Vlad, Senior Director, Global Brand Strategy, The Coca-Cola Company. Cola Creations aims to surprise, delight and engage global audiences through magical and unexpected tastes, moments and collaborations – something we know our fans expect from us.”

The first product to launch under Coca-Cola Creations is Coca-Cola Starlight, created with the vision that – in a world of endless possibilities – somewhere in our universe, another kind of Coca-Cola, another way to connect to each other could exist.

Coca-Cola Starlight combines the great taste of Coca-Cola with a touch of the unexpected, including a reddish tint. Its taste includes additional notes reminiscent of stargazing around a campfire, as well as a cooling sensation that evokes the feeling of a cold trip to space.

“Thirty-five years ago, Coca-Cola partnered with NASA to become one of the first non-alcoholic beverages to travel in space,” Vlad said. “This same passion for space still exists today. With Coca-Cola Starlight, we wanted to celebrate space exploration’s remarkable ability to inspire generations to discover new worlds of endless possibilities. We set out to bring this 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, featuring a light-filled, multi-dimensional star field and will be supported by a first digital marketing campaign, including a partnership with global popstar Ava Max. The campaign is driven by a unique augmented reality (AR) experience “Concert on a Coca-Cola” accessible via www.cocacola.com/creations and by scanning a can or bottle of Coca-Cola Starlight. Surrounded by red liquid and gradient lighting, Max will perform her universal hits, “Kings & Queens”, “Sweet But Psycho” and “EveryTime I Cry” in a private AR-holographic concert using the can as anti-gravity, translucent space station. The design and production of the experience was created by Virtue (the agency powered by VICE) and Tool. Coca-Cola partnered with Forpeople for the packaging design.

“Coca-Cola Starlight takes people on a journey the same way music has the ability to transport listeners to new worlds with every song,” Ava Max said. “It’s exciting to work with Coca-Cola on this project. We wanted to create an otherworldly experience – through technology. I hope people enjoy this rendition of Kings & Queens, as well as the other tracks to come.

Coca-Cola Starlight will also be celebrated through partnerships and collaborations with leading designers, including world-renowned streetwear brand Staple, as well as social filters on Instagram.

Coca-Cola Starlight is available for a limited time starting February 21 in North America and in select countries around the world over the next few months, sugar-free only.

Later this year, Coca-Cola will introduce additional limited-edition Coca-Cola creations featuring unique innovations and unexpected collaborations.

About The Coca-Cola Company

The Coca-Cola Company (NYSE: KO) is a comprehensive beverage company with products sold in more than 200 countries and territories. The purpose of our company is to refresh the world and make a difference. We sell several billion-dollar brands in several beverage categories around the world. Our portfolio of sparkling soft drink brands includes Coca-Cola, Sprite and Fanta. Our hydration, sports, coffee and tea brands include Dasani, smartwater, vitaminwater, Topo Chico, BODYARMOR, Powerade, Costa, Georgia, Gold Peak, Honest and Ayataka. Our nutrition, juice, dairy and plant-based beverage brands include Minute Maid, Simply, innocent, Del Valle, fairlife and AdeS. We are constantly transforming our portfolio, from reducing sugar in our beverages to bringing innovative new products to market. We seek to have a positive impact on the lives of people, communities and the planet through the resupply of water, the recycling of packaging, sustainable sourcing practices and the reduction of carbon emissions throughout our supply chain. value. Together with our bottling partners, we employ over 700,000 people, helping to provide economic opportunity to local communities around the world. Learn more at www.coca-colacompany.com and follow us on TwitterInstagram, Facebook and LinkedIn.

Marjorie N. McClure