Coca-Cola Creations has unveiled a brand-new flavour called Coca-Cola Move, and Rosalía is the star of a campaign to promote the new beverage. The new flavor has hints of raspberry at the first sip, transitioning into a bubblegum flavor to finish. The iconic soda brand teamed up with Rosalía ahead of the Super Bowl to promote the new ‘Coca-Cola Move’ with a new campaign ad. This is the first of several drops scheduled to happen over 2023 as Coca-Cola begins to recruit celebrities for its campaigns.
"To further bring the product to life, fans can scan a QR code on the collectible Coca-Cola Move can or bottle to access the digital Coca-Cola Creations Hub. It offers engaging digital experiences for fans to discover and explore new territories, such as accessing behind-the-scenes content of Rosalía's making of the single, [...]" said the brand in a statement.
Singer-Backed Soda Flavors
Coca-Cola Creations Partners with Rosalía for 'Coca-Cola Move'
Trend Themes
1. Celebrity-endorsed Beverages - There is an opportunity for companies to collaborate with celebrities for the creation and promotion of new beverage flavors.
2. Interactive Packaging - QR codes on packaging can allow customers to access exclusive digital content, creating a more engaging and interactive experience.
3. Multi-flavored Beverages - Beverages with multiple distinct flavors or flavor transitions are a trend that could be further explored and expanded upon.
Industry Implications
1. Beverage Industry - Companies in the beverage industry can look to collaborations with celebrities and interactive packaging to innovate their products.
2. Entertainment Industry - Celebrity endorsements in the beverage industry present an opportunity for the entertainment industry to expand their branding and reach a wider audience.
3. Digital Marketing Industry - Interactive packaging and digital experiences through QR codes create opportunities for the marketing industry to further engage with customers and create innovative campaigns.