Coca-Cola introduces its latest innovation under the Coca-Cola Creations™ global platform
After the successful roll-out of Coca-Cola Creations, the new global innovation platform of the brand earlier this year, Malaysia officially launches Coca-Cola Starshine, the first limited-edition, space-inspired flavoured Coke® drink with zero sugar. Along with Singapore and Thailand, Malaysia is one of the first markets globally and in Asia Pacific to try out the latest creation by the beverage brand. Coca-Cola Creations uses the iconic Coca-Cola® trademark and lends it to new expressions, driven by collaboration, creativity, and cultural connections. The first product to launch under Coca-Cola Creations is Coca-Cola Starshine also known as Coca-Cola Starlight in some regions. Thirty plus years after Coca-Cola went to space, Coca-Cola Starshine brings the inspiration back to earth through a simple sip. It is created with the vision that – in a world of infinite possibilities – somewhere in our universe, another kind of Coca-Cola product, another way of connecting with each other, might exist.
The mystery and essence of space in a sip of Coca-Cola
Coca-Cola Starshine combines the great Coca-Cola taste with a dash of the unexpected, including the reddish hue of the liquid. Its taste includes additional notes reminiscent of stargazing around a campfire that evokes the feeling of a journey to space.
“Coca-Cola Starshine takes on the partnership between Coca-Cola and NASA 35 years ago when the brand became one of the first drinks to travel to space,” Teejae Sonza, Coca-Cola Group Marketing Director for Coca-Cola ASEAN & South Pacific said. “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.”
An exciting experience awaits
Coca-Cola Starshine offers a unique packaging design featuring a multi-dimensional light-filled star field and will be supported by a digital-first marketing campaign, including a partnership with global popstar, Ava Max. The campaign is led by an out-of-this-world augmented reality (AR) “Concert on a Coca-Cola” experience that can be accessed via https://www.coca-cola.com/creations or by scanning a Coca-Cola Starshine can or bottle.
Surrounded by red liquid and gradient lighting, Ava Max will perform her universal hits. “Coca-Cola Starshine takes people on a journey in the same way that music has the ability to transport listeners to new worlds with each song,” said Ava Max. “It’s been exciting to collaborate with Coca-Cola on this project. 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.”
Rustam Gabaydullin, Marketing Manager of Coca-Cola Malaysia added, “Coca-Cola has always been an iconic symbol of optimism that has refreshed different generations here in Malaysia. We want to continue connecting with and celebrating the different experiences that bring joy to the youth today. 'Real Magic®’, our brand philosophy launched last year has taken us to new and exciting territories. People can look forward to more exciting surprise through magical and unexpected moments from Coca-Cola.”
The Coca-Cola Creations space-inspired drink is available in zero sugar variant for a limited time starting May 2022. For the first two months, Coca-Cola Starshine will be exclusively available in 7-Eleven stores and will eventually be available in e-commerce channels such as Shopee, Pandamart, FairPrice, and select supermarkets across Malaysia until supplies last.
Later this year, Coca-Cola will introduce additional limited-edition products under Coca-Cola Creations featuring unique innovations and unexpected collaborations. Through limited-edition sequential releases, Coca-Cola Creations will bring in new products and experiences across physical and digital worlds.
Coca-Cola Creations was developed under the new ‘Real Magic’ brand platform that was revealed in late 2021.
