(CNN) – Coca-Cola’s latest limited-time experimental flavor has arrived. It’s called… wait… Dreamworld. And it tastes like…dreams?
“We wanted to create a drink inspired by dreams that was recognizable as Coca-Cola but with added cues that bring the playfulness and brightness of dreams to life,” a company spokesperson said in an email. email about the product.
“We took inspiration from the Technicolor dream world, adding a splash of vibrant flavors to our great Coca-Cola taste,” the spokesperson added.
“Dreamworld” is the fourth drink to be released from Coca-Cola Creations, Coke’s new innovation platform that focuses on limited-time items with a digital component. The creations are a way for Coca-Cola to highlight its flagship product, while trying to attract players and young audiences.
A few years ago, Coca-Cola halved its portfolio, dropping beloved products like Tab. With fewer products, it became even more important for the company to generate interest in Coca-Cola. But regular soda sales are down across all soft drink companies, so Coke has to get creative.
Products like “Dreamworld,” which advertise a concept rather than a flavor, are a way to spark conversation around Coca-Cola.
Prior to Dreamworld, Creations rolled out Starlight (space flavor) and Byte (pixel flavor). The third item, which launched earlier this summer, had a more traditional strawberry and watermelon flavor. While it doesn’t have a mystery flavor, it was developed in conjunction with Grammy-nominated DJ and electronic music producer Marshmello, and marked the first time the beverage company created a drink with an artist. .
Every Coca-Cola Creations flavor is launched with a specialized online experience, and Dreamworld is no exception.
Dreamworld cans and bottles come with QR codes that provide access to a virtual augmented reality “music experience,” where people can listen to music from a DJ avatar and play games. Customers can also get Dreamworld-inspired digital outfits for their avatars to wear online.
People who want to try Dreamworld can purchase it in the US and Canada starting August 15, for a limited time. The product will be available in regular and sugar-free varieties.
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