Coca-Cola's recent foray into bold flavors has a new face and it's pretty surprising. In March, the company announced a new limited-edition drink: Coca-Cola Starlight, a reddish version of the iconic drink with a “space-inspired” flavor.
The idea behind this launch is that this drink tastes from another world, just as its name refers.
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After deciding to discontinue much of its portfolio a few years ago, getting rid of outdated, the beverage giant concentrated its efforts on promoting its main product, the Coke.
Check out more information about marketing strategies to attract young audiences.
Coke Starlight
Starlight is the first drink from Coca-Cola Creations, the company's new innovation platform. Unlike the “cherry” or “vanilla” flavors, the “starlight” flavor doesn't tell you what it is just by name. Netizens who saw images of the new product online a few months ago shared their theories about the taste of the new drink.
There have been many speculations on social networks and a buzz about the drink has drawn attention. Some say they saw the mystery product on retailer websites before the official launch, which took place in March.
An internet user even guessed that it was raspberry, after carrying out a Google search and discovering that the space tastes like this. According to a 2009 Guardian article, astronomers believe that the center of the galaxy may smell like rum and taste like raspberries.
Coca-Cola marketing seeks new strategies
The new branded platform, called “Real Magic”, was launched by Coca-Cola last year, in 2021. The idea was to seek a slightly different approach to the company's traditional marketing, now focusing on games and music, among other things, to attract new customers.
The launch of Real Magic, according to Oana Vlad, senior director of global brand strategy at Coca-Cola, was aims to connect and celebrate the experiences that bring joy to today's young people because of the technology that attracts them.
Interest in soft drinks among young people has been decreasing with each passing year, which is why Coca-Cola is targeting younger consumers. Thus, new campaigns need to be attractive and the products must have an air of mystery, as this tends to be a way to capture new consumers.
Coca-Cola Zero Sugar Byte: another release!
These days, the company has been looking to outdo itself with another eccentric offering: the launch of Coca-Cola Zero Sugar Byte. This marketing offers a new flavor that should taste like pixels.
Vlad also said that, for this launch, Coca-Cola Zero Sugar Byte brings the intangible flavor of the pixel to life. It's the Coca-Cola flavor you know and love, with elements that are bright at the start and refreshing at the end.
The company focused its efforts on promoting its flagship product, Coca-Cola. This involves developing unique, limited-time flavors and launching aggressive marketing campaigns to promote them. Therefore, it also implies making customers intrigued by the aroma and taste of new products.
