Coca-Cola launches Starlight ~ a space inspired flavour and digital campaign

Global fans of Coca-Cola may have noticed a curious new flavour teased out last week on social media. The limited edition Coca-Cola Starlight was revealed in a stealth-like manner on February 21 as part of the brand’s new innovative platform titled “Coca-Cola Creations”.  The new flavour? Inspired by Space. Cosmic, we know!

No, it’s not a trippy drink that is infused with anything but the thought of space does take us beyond our imaginations. So, we started daydreaming and wondered how do you capture the essence of space in a Coke and what does space taste like?

“It’s a good question!” said Jacques Blanchet, Senior Manager of Integrated Marketing Experience, Coca-Cola Canada. “Thirty-five years ago, Coca-Cola partnered with NASA and became one of the first soft drinks to travel to space. Today, our teams and our fans still have the same passion and awe for space. We wanted to create a drink that was recognizably Coca-Cola but with additional cues that bring to life the magic of the stars. In Starlight, you will find notes that bring to mind stargazing around a campfire, as well as a subtle cooling sensation that builds, capturing the feeling of a cold journey to space.”

He also explains the colour is also slightly different. “The drink itself is close to the colour of a Coca-Cola but has a slightly reddish hue, inspired by the light of the stars, while also being strongly associated and resonant with our brand colours.”

Starlight has also launched this new creation with a full-on interactive digital campaign with a “Concert on a Coke” experience with global pop star Ava Max. Coca-Cola’s Global Marketing team developed most of the content for the experience in partnership with Virtue, Vice in-house creative agency.

“Starlight is a digital-first marketing campaign and includes a pioneering use of augmented reality (AR) where consumers will gain access to a ‘Concert On A Coke’ experience by purchasing a bottle of Coca-Cola Starlight, visiting www.coca-cola.com/creations, and scanning the product within our website to access the augmented reality (AR) concert experience,” explained Blanchet. The brand has also introduced some fun social filters that can be used now.

Sounds like a fun escape for our times — even if it’s only for a sweet moment.  Blanchet, agrees the timing of the launch is just right. “Coca-Cola Starlight is the first flavour under our newly launched global innovation platform called Coca-Cola Creations which takes our iconic Coca-Cola brand and lends it to new expressions, driven by collaboration, imagination, and cultural connections – so absolutely a form of escape and Starlight is just the first!”

“Specifically, Starlight aims to bring space to life through a simple sip, capturing some of the mystery and essence of what we love about space and we’re excited to bring more Coke Creations to the market in the future,” said Blanchet.

Throughout 2022 (and beyond), the brand will create new flavours within the Coca-Cola Creations platform that will include new designs and experiences with the idea of reimagining the much loved brand in time-limited editions inspired by culture, across physical and digital worlds.

And how long will each of these newly created flavour be on shelves? Blanchet says they cannot give exact dates as to when they will take flavours off shelves, but all Coca-Cola creations will be on shelves for no longer than six months at any one time.

Did we try it? Of course! Starlight is recommended to be served super cold. Our first sips has us tasting notes of maybe vanilla, cherry, and possibly another fruit essence like plum? It's a bit of a mystery TBH.  It’s also noticeably more bubblier — feels like millions of tiny bubbles bursting rapidly giving that icy cooling sensation that was described. And the 'Concert on a Coke' is a lot of fun as Ava Max performs (singing and dancing). Pretty cool! 

For more details on the many partnerships for the launch of Starlight visit www.coca-cola.com/ca/en/creations