() — Coca-Cola is about to launch a new limited-edition drink, Coca-Cola Move, in collaboration with Grammy Award-winning singer Rosalía. As with its other concept flavors, Coca-Cola hasn’t said what Move is supposed to taste like.
Like Starlight, Byte, and Dreamworld editions in the past, Move does not have a traditional flavor, such as cherry. Instead, the drink is supposed to represent a state of mind or an idea, in this case, transformation.
For the flavor profile, the company “was inspired by the many facets of transformation, selecting a unique blend of bold and delicate flavors that honor the great taste of Coca-Cola while pushing the boundaries of what can be.” ”, explained a spokesperson.
For this reporter, the sugar-free version of Move tastes like popcorn. Or at least a popcorn-flavored Coke. The drink is sweet, with notes of buttery caramel. It’s hard to say if that’s what the brand was going for, though it could be argued that the popcorn is really just processed corn.
Rosalía is associated with Coca-Cola
For Coca-Cola, limited-edition items are a way to build excitement around its core product, Coca-Cola.
“They are not designed to be variants that will last forever, but they are more attractive and interesting than just a Coke with vanilla or something like that,” Coca-Cola Chief Executive Officer James Quincey said during the Coca-Cola CEO conference. Redburn, in November. “Testing the limits…is engaging with consumers.”
As interest in soft drinks with sugar wanes, manufacturers have had to get creative with their new products. Experimental flavors that have been rolling out since last year are launching alongside digital experiences, giving Coca-Cola another way to reach people online.
Byte debuted in Fortnite, and Dreamworld customers could purchase virtual goods for their avatars online. The Starlight can featured a QR code granting customers access to a holographic Ava Max concert.
The Move can also has a QR code, which directs people to behind-the-scenes content, a playlist, and a personality quiz that helps create a 3D avatar, among other things. As part of the partnership, Rosalía is releasing a new single and video to accompany the soda.
Partnering with Rosalía also offers another advantage: gaining traction with her fans. music has been critically acclaimed internationally and went on its first world tour in 2022.
Working with celebrities has worked for others, such as McDonald’s, which has used partnerships with high-profile artists and musicians to boost sales.
Coca-Cola has already worked with a musician in the past. In June, he co-created a Coca-Cola drink with Marshmello, a famous masked DJ and electronic music producer. That drink had notes of strawberry and watermelon, the artist’s favorites.
Move will be available in stores in the United States and Canada starting February 20. It comes in sugar-free and sugar-free varieties, and will cost the same as a regular Coke.
Coca-Cola reports earnings on Tuesday, February 14.
