- Coca-Cola has announced the fourth and final product on its Creations platform for 2022, called Coca-Cola Dreamworld. The soda seeks to capture the taste of dreams and will be available in the United States and Canada starting August 15. by company press release.
- The Marketer will promote Dreamworld through a variety of digital and experiential activations. Consumers who scan a QR code on the packaging can access the Coca-Cola Creations Hub, which includes an augmented reality (AR) music experience, a collection of digital fashion for the metaverse and more. The effort also includes AR Snapchat lenses and outdoor elements (OOH).
- With its latest Creations flavor, Coca-Cola seeks to tap into the passions and cultural trends of Gen Z around the power of the mind. The brand uses a combination of channels that could help it engage with these young target consumers.
Overview of the dive:
Coca-Cola bottled “technicolor tastes and the surrealism of the unconscious” for the last launch of the year from its Creations platform. Launched in February, Creations sought to drive sales by turning concepts and experiences like space and pixels into limited-run flavors with associated marketing experiences.
“Coca-Cola Dreamworld taps into Gen Z’s passion for the infinite potential of the mind by exploring the taste of a dream,” said Alessandra Cascino, director of creative and customer program for Coca-Cola North America, in a statement.
In addition to tapping into the interests of Gen Z, Coca-Cola will attempt to meet the cohort with relevant content and collaborations. The Coca-Cola Creations Hub includes an AR music experience created in collaboration with leading EDM festival Tomorrowland and a metaverse-ready digital fashion collection designed with DressX.
Similar tactics have been used to boost previous Creations products. In another metaverse-minded game, Coke has teamed up with gaming organization PWR on a Pixel Point island in Fortnite to promote Coca-Cola Zero Sugar Byte. The distributor also dove into the world of electronic music by collaborating with DJ-producer Marshmello on a limited-edition flavor.
In addition to the digital hub and AR activations on Snapchat, the Dreamworld launch includes OOH elements such as bus takeovers, 3D signage, hand-painted murals and an appearance on the Times billboard Square of the mark. Additionally, Coke will embrace the continued return of the experience by popping up on college campuses as students return to school.
While it’s unclear what Dreamworld actually looks like, Coca-Cola emphasizes the dream motif by using shapes, colors, and a 3D expression of Coke’s signature script to create an “illusionary visual landscape.” on packaging, in-store merchandising and other campaign elements.
Last quarter, Coca-Cola increased spending with consumers to create more value for brands, even as prices rose. The company posted 12% year-over-year growth in net revenue to $11.3 billion. The marketer has seen promising early results from product innovations like Coke Starlight, the product that launched Creations.