The launch is part of Coca-Cola Creations: a new project which developed under the Real Magic brand platform launched at the end of last year and which has the remit of ‘bringing a sense of intrigue and newness to a 136-year-old brand’.
The series will focus not just on new flavors but also the whole experience: seeking to ‘quench Gen Z’s thirst for discovery through a series of unexpected beverages and packaging designs, culturally relevant expressions and creative collaborations’.
A new way of innovating
The first launch, Coca-Cola Starlight, was developed by a global team spanning R&D, design, marking and technology: bringing the concept to reality in less than a year. The global soft drinks giant champions the project as a new way of working: the team was given a free reign to experiment and operate on a non-linear project schedule.
“We had flavor houses working with design agencies, and we had scientists working with creatives,” said Oana Vlad, senior director, global brand strategy, The Coca-Cola Company.
“We started on this journey not knowing exactly where it would end, and that was okay because we wanted to push ourselves to do things differently, to iterate, and to innovate with speed.”
Inspired by the infinite possibilities of space, Coca‑Cola Starlight fuses signature Coca‑Cola taste with ‘unexpected touches, including a reddish hue and cooling taste sensation evoking the feeling of a journey to space.’
The Coca‑Cola Starlight package design features a starfield and gradient evoking a nebular feel that undulates and refracts while interacting with light.
Meanwhile, a digital-driven marketing campaign will promote Coca-Cola Starlight, anchored by a partnership with global pop star Ava Max. An augmented reality (AR) “Concert on a Coca‑Cola” experience accessed online and by scanning a Coca‑Cola Starlight can or bottle features Max performing three of her biggest hits surrounded by red liquid and gradient lighting.
All content will be hosted via a Coca‑Cola Creations mobile experience where fans can explore the Coca‑Cola Starlight universe through Instagram filters, ASMR experiences and more.
In the real world, Coca-Cola Starlight is also launching collaborations with fashion designers like streetwear brand Staple.
Coca‑Cola Starlight and Coca‑Cola Starlight Zero Sugar are available for a limited time in bottles and cans across North America and in select countries around the world in the coming months. New Coca-Cola Creations editions are set to follow later in the year.