Atlanta-based Coca-Cola has introduced its next limited-edition flavor under its creations platform, Coca-Cola Dreamworld.
“Our latest Coca-Cola Creation brings us into a world filled with fantastic, surreal technicolor,” said Oana Vlad, senior director, global brand strategy at The Coca-Cola Company. “We hope people fall in love with Dreamworld — both in terms of its fantasy flavor and the entire Dreamworld experience, which offers a magical ride into the boundless world of our imaginations.”
The new creation comes in a new packaging design, transforming the can with shapes and bright colors to create optical illusions.
Coca-Cola Dreamworld will be brought to life through a digital-led, dreamlike campaign featuring several collaborations, including an exclusive Dreamworld-inspired, digital wearable collection with fashion platform DRESSX. Fans will be able to scan a QR code on the can or bottle to access the digital Coca-Cola Creations Hub, where they will be shown Dreamworld looks that can be shared on social media.
“We’re thrilled to partner with Coca-Cola and engage fans in a truly imaginative and exciting way. There’s no better way to bring the fantasy of dreams to reality than with Coca-Cola Dreamworld and our exclusive wearable collection,” said Daria Shapovalova and Natalia Modenoca, DRESSX CEO and co-founders.
The campaign will also feature the launch of an AR Music Experience, an augmented reality music experience dreamt up in collaboration with influential electronic dance music festival brand, Tomorrowland.
For this music experience, fans will scan a Dreamworld can or bottle to access the digital Coca-Cola Creations Hub and experience a full 3D virtual AR music event hosted by an avatar DJ. Fans can play games to win Dreamworld-inspired prizes that will enhance the experience.
“We’re excited to collaborate with Coca-Cola on this exciting digital, Augmented Reality electric dance music experience. Dreamworld perfectly embodies the spirit of our community: happiness, optimism and the magic of togetherness,” said Bjorn Declerck, partnerships director at Tomorrowland.
“The vibrancy of the new Tomorrowland universe we’ll build together with Coca-Cola for Dreamworld will provide fans with a chance to explore experiences where the extraordinary can occur at any moment.”
Fans will also have access to more digital experiences, including Dreamworld-inspired AR lenses and backdrop and other exclusive content that can be accessed through the website and by scanning a Dreamworld can or bottle.