Coca-Cola debuts ‘transformation-flavored’ soda in its latest limited-time offering

diving letter:

• Coca-Cola is introducing its latest limited-time offering called Coca-Cola Move in collaboration with Grammy-winning singer Rosalía, the company said in a statement. The drink hits shelves in the US and Canada on February 20.
• Similar to other drinks released under the Coca-Cola Creations platform, the drink doesn’t promote a flavor like cola, cherry or vanilla, but rather a mood. In this case, it’s transformation — a mode of self-expression that is powerful and resonant for today’s generation, particularly through music, said Oana Vlad, the company’s senior director of global strategy, in the statement.
• The Coca-Cola Creations platform, which debuted in 2022, was launched to highlight the company’s signature beverage while appealing to younger consumers.

Dive insight:

Coca-Cola’s market recognition is largely based on core beverages like Diet Coke, Sprite, Fanta and the eponymous soda, but the Atlanta beverage giant finds a valuable niche in unique beverages that spark conversations.

Coca-Cola Move is the latest limited edition beverage to be released under the company’s Creations platform. Last year saw the launch of Coca-Cola Starlight, Coca-Cola Byte, Artist Marshmello’s Limited Edition Coca-Cola and Coca-Cola Dreamworld. As with its other Creations flavors, the company doesn’t share how Move tastes.

The drinks aim to stimulate discussion about what they taste, especially among younger consumers looking for new flavors, while also creating online buzz. It’s also valuable to Coca-Cola because the beverages create additional recognition for the company’s branded beverages among a younger customer base, which the company will depend on for a larger percentage of its future sales.

It’s about “pushing the boundaries, be it Space Coke or Pixel or Marshmallow, it’s about interacting with consumers. They’re not designed as variants that last forever,” Coca-Cola CEO James Quincey said at a conference last November. “It’s about connecting consumer insights with the core mission of continuing to make them relevant for the next generation.”

Coca-Cola Move’s collaboration with Rosalía allows the beverage company to gain a foothold with the Spanish singer’s fans and offer fans new ways to engage with the product. Rosalía releases a new single and video to accompany the lemonade. Coca-Cola Move also comes with a QR code that gives consumers access to special content, such as: B. Behind the scenes of Rosalía’s making of the single.

As soda consumption has plummeted over the past 20 years, beverage makers like Coca-Cola and its rival PepsiCo are finding ways to get shoppers creative to stock up. Coca-Cola seems to have found success with its creations since the line’s debut. Announcing Move, Coca-Cola said it will introduce more limited-edition Creations drinks throughout 2023 with unique innovations and collaborations.