Here’s the latest taste of Coke. And this is a strange one

Last month, Coca-Cola announced a new limited-edition drink: Coca-Cola Starlight, a red version of the iconic soda with a “space-inspired” flavor.

Now the company is raising itself with another offbeat offer: Coca-Cola Zero Sugar Bite, a new flavor that tastes … like a pixel.

“Coca-Cola Zero Sugar Byte makes clear the vague taste of the pixels,” Ona Vlad, senior director of Coca-Cola strategy, told CNN Business in an email. It’s the “Coca-Cola flavor that you know and like with bright ingredients on the front and refreshing with the finish,” he said.

Byte is the second drink from the company’s new innovation division, Coca-Cola Creations – after Starlight.

The company decided to close half of its portfolio a few years ago, eliminating some old but favorite drinks, including tabs. Since then the soda giant has been focusing on promoting its core product, Coke.

That means bringing in creative, limited time flavors and rolling out curiosities Marketing campaigns for their promotion. This means confusing customers with what some of these new flavors actually taste like.

According to Vlad, the response from Starlight has been very good. “We see a lot of discussion and speculation about the taste of its mysterious cosmos,” he said.

“Our fans are curious – they like funny novelties,” he added. “The abstract nature of the description of the scent allows for debate and discussion.”

In other words, the strange tastes are inspiring some buzz.

The drinks launched by Coca-Cola Creations are also served with a marketing campaign that caters to customers who prefer to stay online. Push for “Starlight”, for example, features a holographic concert by pop star Ava Max that can be accessed with a QR code. Drink labels.

It’s about gaming with “bytes”.

Appeal to gamers

“Byte” existed online before it became real life: the product appeared worldwide on an island in the video game Fortnight in late March. The name of the island Pixel Point, created by Coca-Cola and its partner PWR, creates a virtual experience within Fortnite.

Players who come to Pixel Point can play a variety of games, including one that takes place in a classic glass coke bottle.

Once customers get a can of bytes in the real world, they will be able to play an augmented reality game by scanning the pixeled label with their phone.

Beverage brands have long advertised directly to gamers, but competition is heating up as more companies jump on the bandwagon.

“We believe that it is important for gamers to be present at playgrounds,” Vlad said, adding that “Coca-Cola has long supported the gaming community.” The company has a partnership with video game developer Riot Games.

By the end of the supply, U.S. customers will be able to purchase bytes online from May 2. The flavor is only available in the United States in a zero-sugar two-pack, which costs about $ 15 plus shipping. “Byte” will be available for sale on Monday in some Latin American countries and on May 23 in China.

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