Coca-Cola takes the surreal route for its new flavor

Coca-Cola takes the surreal route for its new flavor

Coca-Cola debuts Dreamworld, an LTO that comes to life in an almost Dali-like way, perhaps appropriate as the artist once included a Coke bottle in his 1942 oil painting, Poetry of America.

Visuals for Dreamworld, which hits store shelves August 15, include hot air balloons, puffy clouds, ladders to nowhere, and portals to other dimensions. The product is said to exist at the intersection of “dream experiences” and the “real world”, to harness the power of the subconscious.

“Our latest Coca-Cola creation takes us into a world filled with fantastical and surreal technicolor,” says Oana Vlad, senior director, global brand strategy at The Coca-Cola Company, who says the flavor is playful and comes in a distinctive packaging design. , “transforming the iconic Coca-Cola can with whimsical shapes and electric colors to create optical illusions.”

The packaging design features whimsical shapes and electric colors to create vibrant optical illusions and Latin-style Spencerian script in 3D effect.

Coca-Cola Dreamworld is the third limited edition flavor – and the last for 2022 – to come to Canada under the Coca-Cola Creations innovation platform launched earlier this year. Flavors coming out of Creations have been less focused on what might be considered “traditional” ways of describing the taste of a product, and more on more abstract ideas of a product that are promoted through digital and metaverse means. .

For example, the first product was Starlight, an offering meant to “get a taste of outer space” that was promoted with a first digital campaign that included an AR concert and NFTs.

Similarly, the Dreamworld launch will feature a wearable digital collection with fashion platform DRESSX, an apparel disruptor that has released wearable NFTs and claims that “some clothes can only exist in their digital versions.”

Users will be able to scan a QR code on the Coca-Cola Dreamworld can or bottle to access the Coca-Cola Creations digital hub, where “they will be taken on a journey.”

Coca-Cola Dreamworld 500ml 1x1_3

The campaign will also include the launch of the Coca-Cola Dreamworld AR Music Experience, an augmented reality designed in collaboration with electronic dance music festival brand Tomorrowland. Users will need to scan a Coca-Cola Dreamworld can or bottle to access the digital Coca-Cola Creations Hub, where they will be transported into a full 3D virtual AR music experience hosted by an avatar DJ spinning dreamlike tracks.

According to Vlad, users will be able to experience the Coca-Cola brand and Coca-Cola Dreamworld in virtual environments “where anything is possible and the imagination is free to discover magic in ordinary moments.”

Coca-Cola Dreamworld will launch as a fully integrated digital marketing campaign across all channels, and Canadians will also see point-of-sale advertising in stores across Canada. The launch is supported in Canada by Weber Shandwick.


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