What do dreams taste like? Well you'll now know thanks to Coca-Cola Dreamworld, the forth and final Coca-Cola Creations fantasy flavour of this year. A fantastical look-and-feel complements the beverage’s flavour profile by fusing whimsical shapes, electric colors and a 3D expression of Coke’s signature script to create an illusionary visual landscape on Coca-Cola Dreamworld packaging, in-store merchandising and other physical and virtual elements.
According to the brand, the new flavour combines the technicolor tastes and surrealism of the subconscious with an invitation to savour the magic of everyday moments and dream with open eyes. The drink is currently available in North America and adds playfully vibrant flavour notes that evoke the creativity of the human imagination to the taste of Coca-Cola.
Coca-Cola is carrying out a suite of immersive digital activations to offer a portal into the Coca-Cola Dreamworld universe. Fans can scan any Dreamworld package on their mobile phone to access the Coca-Cola® Creations Hub, where they can enjoy an AR music experience created in collaboration with Tomorrowland. They can also download an exclusive Dreamworld-inspired digital fashion collection for the metaverse via a partnership with DRESSX.
The brand is also bringing to life Coca-Cola Dreamworld through experiential activations on select college campuses, and a series of OOH creative executions in New York City including an appearance on the iconic Coca-Cola billboard in Times Square, bus takeovers, 3D signage, hand-painted murals, Dreamworld-inspired AR Snapchat lenses and backdrops.
Coca-Cola Dreamworld follows a collaboration in June with American EDM producer Marshmellow, which was also the first-ever beverage co-created with an artist. The cans feature striking black and white visuals and dripped Coca-Cola Spencerian script which pays homage to Marshmello’s signature aesthetic. Earlier this year, it also rolled out Coca-Cola Starlight, followed by a gaming and metaverse-inspired Coca-Cola Byte, and its Coca-Cola Starshine drink in Singapore, Malaysia, and Thailand.
Alessandra Cascino, creative and shopper programme director, Coca-Cola North America Operating Unit, said Coca-Cola Dreamworld taps into Gen Z’s passion for the infinite potential of the mind by exploring what a dream tastes like. "Like the Coca-Cola Creations that came before it, Dreamworld plays with the unexpected and will no doubt provoke discovery and debate among consumers… which we welcome," she said.
Meanwhile, Chase Abraham, senior creative strategy manager, Coca-Cola North America Operating Unit, said Starlight illuminated the idea of escapism and the infinite, out-of-this-world possibilities of space. "Dreamworld flips this script by inviting fans to look inward at the infinite possibilities of the mind," he said. He added that the brand is meeting Gen Z where they are with relevant content and collaborations that matter to them.
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