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Coca-Cola Creations Introduces New Dreamworld Flavor

Coca-Cola

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.

Coca-Cola Dreamworld follows previous innovations under the Coca-Cola Creations platform, including Starlight, Sugar Byte, and the artist Marshmello’s limited edition flavor.

After the past two years of uncertainty and changed plans due to the COVID-19 pandemic, we all hoped that 2022 might bring back a sense of normalcy.

However, with government and independent data confirming 40 years of inflation highs and Wall Street entering a bear market, grocers now have new challenges to face.

In this webinar, we will hear from Todd Taylor of Neighborhood Fresh and Darlene Murphy of Metcalfe’s Market about why shopper loyalty is so important in this time of inflation.

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At every twist and turn, brands and retailers have responded to crisis and disruption with innovation, ingenuity, and reinvention. Until the next big thing pops up, many of the changes to the way consumers now shop for groceries and purchase CPG retail items expect to remain. Despite their nimbleness over the last two-plus years, brands and retailers must continue to improve to meet evolving expectations and demands of consumers.

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