Coca-Cola’s market recognition is built mainly around core beverages such as Diet Coke, Sprite, Fanta, and its namesake soda, but the beverage giant is finding a valuable niche in unique drinks that conjure up a conversation. So, Coca-Cola is introducing its latest limited-time offering, called Coca-Cola Move, in collaboration with Grammy Award-winning singer Rosalía.
Similar to other beverages released under the Coca-Cola Creations platform, the beverage doesn’t promote a flavour, such as cola, cherry, or vanilla, but rather a mood. In this case, it’s transformation—a way of self-expression that is powerful and resonant for today’s generation, especially through music.
The Coca-Cola Creations platform, which debuted in 2022, was introduced to highlight the company’s signature beverage while drawing in younger consumers.
Coca-Cola’s market recognition is built largely around core beverages such as Diet Coke, Sprite, Fanta, and its namesake soda, but the Atlanta beverage giant is finding a valuable niche in unique drinks that conjure up a conversation.
The drinks are meant to spark a discussion about how they taste, particularly among younger consumers eager for new flavours, while also generating online buzz. It’s also valuable for Coca-Cola because the beverages generate additional recognition for the company’s signature drinks among a younger customer base that the company will depend on for a larger percentage of its future sales.
With soda consumption falling sharply over the last 20 years, beverage companies like Coca-Cola and PepsiCo are getting creative to entice shoppers to stock up. Since its debut, Coca-Cola appears to be finding success with its Creations line. In announcing Move, Coca-Cola said it will unveil additional limited-edition Creation’s beverages, featuring unique innovations and collaborations, throughout 2023.