Coca-Cola launches a one-of-a-kind flavor


At least that’s the idea behind Coca-Cola Starlight, a new, limited-edition version of the classic soda that comes in regular sugar and sugar-free versions.

Unlike “cherry” or “vanilla”, the taste of “starlight” is not immediately clear. So Redditors who spotted images of the new product online a few months ago shared some theories about the flavor of the new drink. Some say they spotted the mysterious new product on retailer websites ahead of the official launch, scheduled for next week.
We guessed raspberry, because “a quick Google search indicates the space tastes like raspberry.” (Astronomers think the center of the galaxy can taste raspberry and smell like rum, according to a 2009 Guardian article. Delicious! And not a bad idea for Coca-Cola, which is launching fortified versions of its drinks left and right. right. ) More recently, a YouTuber who tried the product noted aftertastes of “chocolate [and] graham cracker.” This led another Redditor to guess that the flavor is “s’mores.”

On Thursday, Coca-Cola finally cleared up the mystery. Kind of. The company’s explanation is… well, see for yourself: Starlight is “inspired by space” has “notes reminiscent of stargazing around a campfire, as well as a cooling sensation that evokes the sensation of cold space travel,” the company said in a statement.

So yes, maybe s’mores?

Besides, it’s red. Or in the company’s words, “Coca-Cola Starlight combines the great taste of Coca-Cola with a twist of the unexpected, including a reddish tint.”

For this reporter, after tasting a sample of the sugar-free version provided by the company, that last sentence pretty much sums it all up. The drink didn’t taste like space travel or sitting around a campfire. However, it tasted like a sweeter version of Coca-Cola. And it’s definitely red.

Starlight gets the full promotional treatment from Coca-Cola Creations, which includes a digital marketing campaign featuring pop singer Ava Max.

Coke’s new marketing strategy

Last year, Coca-Cola launched a new brand platform called “Real Magic”. The idea is to take a slightly different approach to marketing Coke – one that tries to reach new consumers by focusing on games and music, among other things. Coca-Cola Creations, which will showcase new “limited-time products and experiences in the physical and digital worlds,” is part of this platform.

“When we launched ‘Real Magic’, we wanted to connect and celebrate the experiences that bring joy to young people today, and that took us into exciting new territory,” Oana Vlad, Senior Director of global brand strategy at Coca-Cola, said in a statement Thursday.

For Coca-Cola, reaching young consumers is key as interest in soft drinks has been declining for years. Exciting new campaigns and mysterious products could be a way to grab the attention of potential new customers.

So what does this imply? In Starlight’s case, that means a holographic concert by Ava Max, which also performed on the Roblox gaming platform. The concert is accessible via a QR code on the Starlight label. Plus, the glittery packaging and that reddish tint.

But not everything is new in Starlight. It’s also a nod to when Coca-Cola sent a can of Coke into space in the 1980s. But that one just tasted like Coke.

Update: This story has been updated to reflect that Coca-Cola Starlight is available in sugar-free and regular varieties.


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