Coca-Cola has rolled out its Coca-Cola Starshine drink in Singapore, Malaysia and Thailand with a unique packaging design featuring stars against a backdrop of galaxy pink bodied cans. The launch of the Starshine drink will also be supported by a digital-first marketing campaign, including a partnership with global popstar, Ava Max. The campaign will be led by an AR concert on a Coca-Cola experience that can be accessed via Coca-Cola Creations' microsite, or by scanning a Coca-Cola Starshine can or bottle. The concert will see Ava Max perform her hit songs, surrounded by red liquid - similar to the colour of its new Coke - and gradient lighting.
According to Teejae Sonza, Coca-Cola group marketing director for Coca-Cola ASEAN and South Pacific, the Starshine drink, takes inspiration from the partnership between Coca-Cola and NASA 35 years ago, when the brand became one of the first drinks to travel to space.
"As we head towards a more exciting future for Coca-Cola, we saw it fitting to also reflect and look at our past. One of the things that stood out for us was how we continue to see the same passion and awe for space and the infinite possibilities that lies in it from today’s generation. We strived to capture that mystery and essence of space over the simple pleasure of drinking an ice-cold can of Coca-Cola Starshine," she added.
Coca-Cola said the Starshine campaign takes people on a journey in the same way that music has the ability to transport listeners to new worlds with each song, Ava Max said. "We wanted to create an other-worldly experience – through technology. I hope people enjoy this rendition of Kings and Queens, as well as the other tracks to come," said Sonza.
The limited-edition, space-inspired flavoured Coke drink with zero sugar was first launched in the US in March this year. Coca-Cola Starshine, also known as Coca-Cola Starlight in some areas, is the first product to launch under Coca-Cola Creations, the brand's new global innovation platform. The drink takes on a reddish hue colour and its taste includes additional notes "reminiscent of stargazing around a campfire that evokes the feeling of a journey to space", said the brand.
MARKETING-INTERACTIVE has reached out to Coca-Cola for comment.
Later this year, Coca-Cola is planning to roll out additional limited-edition products under Coca-Cola Creations featuring "unique innovations and unexpected collaborations". Coca-Cola Creations plans to bring in new limited edition products and create new experiences across physical and digital worlds. Fans in Asia can look forward to the release of Zero Sugar Byte, a pixel-flavoured drink that will launch first in the metaverse before making its way to physical retail. The brand describes the Zero Sugar Byte as the first Coca-Cola flavour to be born in the metaverse, which will bring the flavour of pixels to life in a limited-edition beverage that transcends the digital and physical worlds.
Separately, Coca-Cola also gave its flavours line a new, modern packaging design in January this year. The cans of its cherry, vanilla, and cherry vanilla flavours as well as their zero-sugar counterparts now feature a bold logo positioned to clearly distinguish between full sugar (white script) and zero-sugar/calorie-free (black script) options. Full-colour cans will designate single flavours, and stacked colours will communicate dual flavours. Natalia Suarez, senior brand manager of Coke Choice Portfolio, Coca-Cola's North America operating unit, said then that the brand wanted to modernise and simplify the look of our packaging to help consumers find the flavour they're looking for on the shelf through a colourful but clean packaging design.
In a bid to localise its efforts, earlier this year, Coca-cola also released six new limited-edition can designs, showcasing a family of tigers throughout its “Rasa Asli” and “Tanpa Kalori” range in Malaysia. In Singapore, the limited-edition designs are featured throughout its “Original Taste Less Sugar” and “Zero Sugar” range.
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