At least, that’s the idea behind Coca-Cola Starlight, a new limited-edition version of the classic cola that comes in regular and low sugar.
The soda giant has been focusing on promoting its core product, Coke, after deciding to terminate half of its inventory a few years ago, getting rid of obsolete but adored drinks like Tab and Odwalla. The first beverage from Coca-Cola Creations, a new innovation platform, is Starlight.
It’s not immediately evident how “starlight” is supposed to taste, unlike “cherry” or “vanilla.” As a result, Redditors who saw photographs of the new drink online a few months ago speculated about its flavor. Some people claim to have seen the mysterious new product on retailer websites ahead of its official release next week.
“A fast Google search reveals that space tastes like raspberries,” one person said. (According to a 2009 Guardian piece, astronomers believe the galaxy’s core tastes like raspberries and smells like rum.) Delicious! And it’s not a bad idea for Coca-Cola, which is releasing spiked drinks left and right.) More recently, a YouTuber who tried the product reported “chocolate [and] graham cracker” aftertastes. As a result, another Redditor guessed “s’mores” as the flavor.
Coca-Cola officially clarified the situation on Thursday. In certain ways, yes. Starlight is “inspired by space,” with “notes reminiscent of stargazing around a campfire, as well as a cooling sensation that evokes the feeling of a cold journey to space,” according to the company.
It’s also red. “Coca-Cola Starlight blends superb Coca-Cola taste with a splash of the unexpected, including a crimson tint,” the firm says. After tasting a sample of the company’s zero-sugar version, that last line pretty much sums it up for this reporter. The drink had no resemblance to space travel or sitting around a campfire. It did, however, have the flavour of a sweeter Coca-Cola. And it’s unmistakably red.
Starlight is getting the full Coca-Cola Creations treatment, including a digital marketing campaign with pop singer Ava Max.
Our Final Thoughts On The New Marketing Plan For Coca-Cola
Coca-Cola unveiled a new brand platform named “Real Magic” last year. The aim is to take a slightly different strategy to Coke marketing, one that focuses on gaming and music, among other things, in order to reach new consumers. Coca-Cola Creations is a platform that will bring new limited-time “products and experiences across the physical and digital worlds.”
“When we introduced ‘Real Magic,’ we wanted to connect with and celebrate the experiences that bring delight to young people today, and that has brought us to an exciting new terrain,” Oana Vlad, senior director of global brand strategy at Coca
For Coca-Cola, attracting young consumers is vital because interest in soft drinks has been dropping for years. Exciting new campaigns and mystery products may be a strategy to pique the interest of potential new customers.
So, what exactly does that imply? Starlight entails a holographic concert by Ava Max, who has also performed on the Roblox game platform. A QR code on the Starlight label can be used to access the concert. Plus, there’s the glistening package and the ruby colour.
But Starlight isn’t without its flaws. It’s also a homage to the time in the 1980s when Coca-Cola shot a can of Coke into space. That one, on the other hand, tasted just like Coke. This item has been amended to clarify that Coca-Cola Starlight is available in both sugar-free and ordinary versions.
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