Coca Cola is planning to launch Move, its latest innovation-focused limited flavour that focuses on music and creativity.
Move is a collaboration with Grammy winner Rosalía. The contrasting packaging design is intended to display Rosalía’s personality through its pink and black colour scheme and candid doodles that she hand-drew while sampling Coca-Cola Move for the first time.
The Spanish-born singer also recently dropped an exclusive single titled “LLYLM” inspired by the beverage.
Coca-Cola Move is the “boldest and edgiest flavour” to come out of the company’s Creations beverage innovation platform, according to Oana Vlad, senior director of global brand strategy at The Coca-Cola Company. It follows the success of previous fantasy-flavored limited-editions like the space-flavored Starlight and the Dali-esque Dreamworld.
Move hits store shelves on Feb. 20 in Canada and is “recognizably Coca-Cola, but with additional cues that bring to life Rosalía’s personal journey as a boundary-breaker throughout her music career.”
“From her beginnings as a classically trained flamenco artist in Spain, to her rise as a global pop star, Rosalía has transcended borders and genres across music, fashion, and more,” Vlad says.
According to Vlad, the goal is to continue to build the global innovation platform it launched in 2022, which lends the Coca-Cola brand to new expressions through collaboration, imagination and cultural connections.
She tells strategy that Move will launch with a digital-first marketing campaign, including what she refers to as a pioneering use of the metaverse, something that has been a focus for other flavours in the platform as well.
Starting today, Canadians can access the Coca-Cola Creations Hub and explore unique versions of themselves by answering a personality quiz that customizes a personal 3D avatar complete with the traits they would have in the larger metaverse.
The Hub will also present a film featuring Rosalía, which reveals behind-the-scenes content from the recording of her new single.
Coca-Cola is working with several agencies on this launch in Canada including Ogilvy, Weber Shandwick, Mediacom, Hogarth, The & Partnership, WPP and VMLY&R.
