Coca-Cola Taps Spanish Star for 'Move' Launch

The Coca-Cola Co. in February debuted the first limited-edition flavor of 2023 through its innovation platform Coca-Cola Creations with help from Spanish singer and songwriter Rosalia. Dubbed Coca-Cola Move, the beverage offering comprises a new packaging design, a song from Rosalia inspired by the drink, and an interactive QR code and metaverse-inspired experience for consumers. Coca-Cola Move’s design embraces the contrasts of Rosalia’s persona, splitting the can with a vibrant pink shade inspired by her “playful and creative” personality and a minimalistic black color representing her “bold elegance,” according to a media release from the brand. The packaging also gives a new twist on Coca-Cola’s signature Spencerian script font by morphing into sketches drawn by Rosalia while sampling Move during a creative workshop. The launch of the innovation coincided with the release of Rosalia’s latest single, “Lie Like You Love Me” (LLYLM), which Coca-Cola says was inspired by Coca-Cola Move and embodies the “concept of transformation through a genre-crossing journey,” per the release. Released globally by Columbia Records, the song is the artist’s first to feature multiple languages, including a full section in English. Notably, Coca-Cola Move cans and bottles include a scannable QR code that serves as a portal to the Coca-Cola Creations hub, which features multiple cinematic experiences: Behind-the-scenes content of Rosalia recording her new single. A personality quiz that creates custom 3D, metaverse-inspired avatars and playlists based on users’ responses. A music video celebrating all versions of the artist by incorporating live action photography and animation sequences. Consumers also can bid on autographed items Rosalia credits with inspiring her musical transformation, including a helmet, tour outfit and poster. Proceeds from the auction will benefit the Antonio Gala Foundation, an organization that provides residency scholarships to young creators in Rosalia’s home country of Spain. The star, who Coca-Cola says took the initiative to create her own transformation story, was inspired by the organization’s mission. “Transformation as a means of self-expression is powerful and resonant for today’s generation, and music is the universal language for transformation” Oana Vlad, senior director, global strategy, Coca-Cola, said in a media release. “Partnering with the inspirational and genre-defying Rosalia to bring to life our latest drop under Coca-Cola Creations has been a blast and has broken new ground. ... Coca-Cola Move transforms the experience of drinking Coca-Cola.” Coca-Cola Move launched in February in the U.S., Canada and more than 20 additional markets around the world. A zero-sugar option also launched simultaneously. Coca-Cola Creations is the manufacturer’s global innovation platform that launched in February 2022 as a means to lend the iconic Coca-Cola trademark to new expressions, driven by collaboration, creativity and cultural connections, according to the company. Each sequential product drop includes a limited-edition flavor, incorporating new designs and experiences and drawing inspiration from music, gaming and culture across physical and digital worlds. The launch of Move follows a number of 2022 releases, namely five “fantasy-flavored” Coca-Cola Creations drops: Coca-Cola Starlight, Coca-Cola Byte, a limited-edition Coca-Cola flavor created in partnership with DJ Marshmello, Coca-Cola Dreamworld, and Coca-Cola Soul Blast. “We’re excited for another great year with Coca-Cola Creations,” Vlad said. “Last year’s fantasy flavor innovations kept fans guessing with a dash of the unexpected, while delivering only-Coke-can-do experiences that both leaned into passion points and pushed the boundaries of how we engage as a brand.” Coca-Cola says it will unveil additional limited-edition Coca-Cola Creations in 2023 featuring unique innovations and unexpected collaborations.

Coca-Cola Taps Spanish Star for 'Move' Launch

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