Coca-Cola announces new space-age flavor

Global beverage giant The Coca-Cola Company unveiled its first limited-edition product, Coca-Cola Starlight, along with its new global innovation platform Coca-Cola Creations, to connect young consumers with innovative products and experiences.

Coca-Cola Starlight will be available in China in March. The new product was inspired by space, with a vision that – in a world of infinite possibilities –another way of connecting might exist. 

The new design combines the original Coca-Cola taste with a dash of outer space, including a reddish hue and a multi-dimensional light-filled starfield. 

"Thirty-five years ago, Coca-Cola partnered with NASA to become one of the first soft drinks to travel to space," said Oana Vlad, senior director for global strategy. "That same passion for space still exists today. With Coca-Cola Starlight, we wanted to celebrate the remarkable ability of space exploration to inspire generations to discover new worlds of infinite possibilities."

Coca-Cola Starlight is available for a limited time beginning Feb 21 across North America. As one of the company's most important markets, China will follow closely. It is expected to be available in supermarkets, convenience stores as well as on e-commerce platforms from March 2022 for a limited time.

Coca-Cola Starlight 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 "Concert on a Coca-Cola" experience. After Coca-Cola Starlight launches in China, consumers can also watch the concert by scanning a Coca-Cola Starlight can.

Under Coca-Cola Creations, in China, Coca-Cola Starlight will work with IP brands across different young fashion circles. The company will offer premium and special boxes and advertise heavily one-commerce. There will be specific Chinese collaborations,including projects with leading toymaker PopMart and Judy Dawn cosmetics.