Coca-Cola unveiled its new global innovation platform, Coca-Cola Creations, along with its first limited-edition product, Coca-Cola Starlight.
Coca-Cola Creations will take the iconic Coca-Cola trademark and lend it to new expressions, driven by collaboration, creativity and cultural connections. Through limited-edition, sequential releases, Coca-Cola Creations will introduce new products and experiences across physical and digital worlds. Coca-Cola Creations was developed under the “Real Magic” brand platform, which was revealed in late 2021.
The first product to launch under Coca-Cola Creations is Coca-Cola Starlight, created with the vision that – in a world of infinite possibilities – somewhere in our universe, another kind of Coca-Cola, another way of connecting with each other might exist.
Coca-Cola Starlight combines great Coca-Cola taste with a dash of the unexpected, including a reddish hue. Its taste 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.
Coca-Cola Starlight offers a unique packaging design, featuring a multi-dimensional, light-filled star field and will be supported by a digital-first marketing campaign, including a partnership with global popstar Ava Max. The campaign is led by an out-of-this-world augmented reality (AR).
Coca-Cola Starlight will also be celebrated across partnerships and collaborations 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 beginning Feb. 21 across North America and in select countries globally in the coming months in zero-sugar only.
Later this year, Coca-Cola will introduce additional limited-edition Coca-Cola Creations featuring unique innovations and unexpected collaborations.