Coca-Cola has extended its Creations line with the launch of a new limited-edition flavour in partnership with electronic music producer and DJ, Marshmello.
The new flavour, which fuses strawberry and watermelon with Coke, is the company’s first-ever beverage co-created with an artist. Also available in a zero-sugar version, Marshmello’s limited-edition Coca-Cola will be released in black-and-white slim cans.
Oana Vlad, senior director, global strategy at The Coca-Cola Company, said: “The novelty and unexpectedness of these innovations are driving curiosity and inviting people to engage with the brand”.
“We’re also seeing that taking a more experiential route with our marketing through digital experiences, licensing partnerships and creative collaborations is a meaningful and fresh way to reach younger consumers.”
The limited-edition drink will roll out in the US this month.
© FoodBev Media Ltd 2024
