The latest product from Coca-Cola Creations – Coke’s innovation platform, which brought us starlight and pixelated soft drinks – is a collaboration with Marshmello, a masked DJ and electronic music producer.
If you think the artist collaborated with Coke to develop a marshmallow-flavored drink, you’re wrong. Instead, the new flavor has notes of strawberry and watermelon, Marshmello’s favorites.
“For our third Coca-Cola Creations drop, we tried to add an unexpected remix of flavors to a great Coca-Cola flavor,” said Oana Vlad, senior director of global strategy at the company, in a statement announcing the partnership on Wednesday. .
“We’ve created a vibey mix of my favorite flavors in this all-new mix,” Marshmello said in a statement. “I think it tastes great and I hope fans like it too.”
The new flavor, which is also available in a sugar-free variety, will be on sale in the United States for a limited time starting July 11. It will also be offered in other countries later this summer.
It is vital for Coke †, which has discontinued much-loved but outdated drinks like Tab, Odwalla and Honest Tea to get young consumers excited about its core product, cola. Coca-Cola Creations, which is launching digital experiences along with limited edition flavors, is designed to help. †
Until now, the flavors have been…abstract.
Starlight was “inspired by space,” the company said in February, describing it as “tones reminiscent of stargazing around a campfire, as well as a cooling sensation that evokes the feeling of a cold journey into space.”
Byte, the second flavor, “makes the pixel’s elusive flavor palpable,” Vlad said at the April launch.
Compared to space and pixels, strawberry and watermelon are utterly mundane. And the idea of collaborating with artists on products with their favorite flavors is not new, at least not in the fast food world.
McDonald’s † has had success with its celebrity meals, versions of artist pre-orders available for a limited time. The burger chain collaborates with Travis Scott, BTS and Saweetie, among others. Burger King has followed suit with its own celebrity deals. †
For Coca-Cola, this is the first time a drink has been created with an artist, the company said.
The new flavor gets the full digital treatment from Coca-Cola Creations.
It will appear on Marshmello’s Twitch channel on July 9, prior to launch. And from July 25, those who got their hands on a can will be able to scan a QR code on the packaging to reach the Coca-Cola Creation site. There, “AI technology will transform their emotions while listening to Marshmello’s latest song into a personalized piece of digital art,” the company said.
Before Starlight there was a holographic concert by Ava Max. And Byte was introduced to consumers in Fortnite, a nod to the importance of gamers to food and beverage companies.