The Atlanta giant is trying to seduce Generation Z with limited series featuring new flavors, supported by pop culture stars.
The giant Coca-Cola continues its strategy of versions dedicated to consumers of generation Z. Latest episode to date, the new Coca-Cola Creations brand launched in France at the beginning of February after the United States last year, reveals the specialized site Beverage Departments.
The principle: a platform of limited editions of the famous soda to “live and taste a unique experience”, explains to our colleagues Elodie Péribère, marketing director of Coca-Cola France, all through a “more responsible and reasoned consumption of sugars and calories”.
More concretely, the first product of this range is the result of a collaboration with the Catalan pop artist Rosalia. Available until the end of May, it comes in the form of a 33 cl slim can sold at the indicative price of 1 euro and offers a “new design and fragrance”.
The Spanish artist also composed an associated single to this product because the music remains a strong marker of the brand, just like for the intended target. The association must therefore hit the bull’s eye with this target who seeks to rediscover the spirit of the artist in the taste of the drink.
Flavor “space”, flavor “dreams”
The Atlanta group will deploy a massive communication campaign focused obviously on digital marketing but also in the points of sale most frequented by Generation Z.
This type of ultra-targeted and limited range is therefore not new to Coca. The objective of arousing consumer interest in a context of declining soda consumption.
In the United States, Coca-Cola Creations was already at the origin of the cryptic Coca-Cola Starlight “space” flavor and the Byte “pixel” flavor sold in limited edition.
Last August, the firm still launched in the United States in limited edition the Coca-Cola Dreamworld. This time, it’s about putting “the surrealism of the subconscious” in a bottle and promising to discover the “dreams” flavor.
“We wanted to create a dream-inspired drink that was similar to Coca-Cola but with added elements that bring the playfulness and brightness of dreams to life,” a company spokesperson said. CNN.
It remains to be seen whether these protean and mysterious concepts will seduce a public very much in demand by consumer brands.