Coca-Cola’s new flavor is out of this world. At least, that’s the idea behind Coca-Cola Starlight, a new limited-edition version of the classic soda that comes in both regular and zero-sugar versions.
The product is scheduled to launch on February 21, but for now, only in North America, Europe and Asia.
After deciding to discontinue half of its portfolio a few years ago, getting rid of outdated drinks, the soft drink giant has been focusing on promoting its flagship product, Coca-Cola.
Starlight is the first beverage from Coca-Cola Creations, the company’s new innovation platform.
Unlike “cherry” or “vanilla”, it’s not immediately clear what “starlight” flavor is. So, netizens who saw images of the new product online a few months ago shared some theories about the taste of the new drink.
Some say they saw the mysterious new product on retailers’ websites ahead of its official launch, scheduled for next week.
One guessed raspberry, because “a quick Google search says the space tastes like raspberry”. (Astronomers think the center of the galaxy may taste like raspberries and smell like rum, according to a 2009 Guardian article.)
More recently, a YouTuber who has tried out the product has noticed later tastes of “chocolate [e] chocolate cookies”. This led another netizen to guess that the flavor is “s’mores.”
On Thursday (17), Coca-Cola finally clarified the mystery: Starlight is “inspired by space” has “notes reminiscent of watching stars around a campfire, as well as a cooling sensation that evokes the sensation of a cold trip into space,” the company said in a statement.
So yeah, maybe s’mores?
Also, it’s red. Or, in the company’s words, “Coca-Cola Starlight combines the great taste of Coca-Cola with a hint of the unexpected, including a reddish tinge.”
After tasting a sample of the zero-sugar version provided by the company, that last sentence sums it all up. The drink didn’t taste like space travel or being around a campfire. However, it tasted like a sweeter version of Coke. And it’s definitely red.
Starlight is getting the full promotional treatment from Coca-Cola Creations, which includes a digital marketing campaign featuring pop singer Ava Max.
Coca-Cola’s new marketing strategy
Last year, Coca-Cola launched a new branded platform called “Real Magic”. The idea is to take a slightly different approach to Coke’s marketing — one that tries to reach new consumers by focusing on games and music, among other things.
Coca-Cola Creations, which will introduce new “limited-time products and experiences in the physical and digital worlds”, is part of this platform.
“When we launched ‘Real Magic,’ we wanted to connect and celebrate the experiences that bring joy to today’s youth, and that took us into exciting new territory,” Oana Vlad, Senior Director of Global Brand Strategy at Coca-Cola. Cola said in a statement Thursday.
For Coca-Cola, reaching young consumers is essential because interest in soft drinks has been waning for years.
New exciting campaigns and mystery products can be a way to attract new potential customers.
So what does this imply? In the case of Starlight, it means a holographic concert by Ava Max – an American singer, songwriter and producer –, who also performed on the gaming platform Roblox.
The concert can be accessed via a QR Code on the Starlight tag. Plus the shiny packaging and that reddish hue.
Update: This story has been updated to reflect that Coca-Cola Starlight comes in both sugar-free and regular varieties.
Source: CNN Brasil
I am Sophia william, author of World Stock Market. I have a degree in journalism from the University of Missouri and I have worked as a reporter for several news websites. I have a passion for writing and informing people about the latest news and events happening in the world. I strive to be accurate and unbiased in my reporting, and I hope to provide readers with valuable information that they can use to make informed decisions.
