Coca-Cola has revealed the latest addition to its Coca-Cola Creations line of limited-time offers (LTOs). Describing it as the line's “boldest and edgiest ... flavor yet,” Coca-Cola Move is a collaboration with flamenco-music artist and Grammy-award winner Rosalía. The new drink, Coca-Cola Co. said, “brings to life the transformational power of music.”
“From her beginnings as a classically trained flamenco artist in Spain, to her rise as a global pop star, Rosalía has transcended borders and genres in music, fashion and more,” the company said.
“Transformation as a means of self-expression is powerful and resonant for today’s generation, and music is the universal language for transformation” said Oana Vlad, senior director of global strategy for The Coca-Cola Co. “Partnering with the inspirational and genre-defying Rosalía to bring to life our latest drop under Coca-Cola Creations has been a blast and has broken new ground for Coca Cola Creations. Coca-Cola Move transforms the experience of drinking Coca Cola.”
While sidestepping a description of the new flavor itself, Coca-Cola Co. says Move features a new packaging design intended to embrace the contrasts of the artist’s persona, “from vibrant pink inspired by her playful and creative personality to minimalistic black representing her bold elegance.” The iconic Coca-Cola Spencerian script morphs into sketches Rosalía drew while sampling Coca-Cola Move during a creative workshop.
Rosalía new single, “LLYLM,” is inspired by Coca Cola Move, the company said, “embodying the concept of transformation through a genre-crossing journey.” Released globally by Columbia Records, the song is a first for the artist in that it features multiple languages, including a full section in English.
“I’m so excited for this co-created drink launch with Coca-Cola. I hope everybody enjoys this journey of music, flavors and creation as I did. I had a lot of fun creating 'LLYLM' and this collaboration with Coke,” Rosalía said.
Coca-Cola Move cans and bottles include a scannable QR code that serves as a portal to the Coca-Cola Creations Hub featuring a host of cinematic experiences: behind-the-scenes content of Rosalía recording her new single; a personality quiz that creates custom 3D, metaverse-inspired avatars and playlists based on fan responses; and a music video celebrating all versions of the artist by incorporating live action photography and animation sequences.
Fans also can bid on autographed items Rosalía credits with inspiring her transformation, including a helmet, tour outfit and poster. Proceeds will benefit the Antonio Gala Foundation, an organization that provides residency scholarships to young creators in Spain.
Coca-Cola Move launches this month in the U.S., Canada and more than 20 additional markets around the world. A zero-sugar option also will be available.
The launch follows the successful 2022 rollout of five fantasy-flavored Coca-Cola Creations: Coca-Cola Starlight, Coca-Cola Byte, the artist Marshmello’s Limited-Edition Coca-Cola, Coca-Cola Dreamworld and Coca-Cola Soul Blast.
Coca-Cola Creations lends the Coca-Cola brand to new expressions, driven by collaboration, creativity and connection, according to the company. Each LTO drop includes a limited-edition flavor, complemented by designs and experiences, with inspiration from music, gaming and culture across physical and digital worlds.
“We’re excited for another great year with Coca-Cola Creations,” Vlad said. “Last year’s fantasy-flavor innovations kept fans guessing with a dash of the unexpected, while delivering only-Coke-can-do experiences that both leaned into passion points and pushed the boundaries of how we engage as a brand.”
Coca-Cola Co. will unveil additional limited-edition Coca-Cola Creations in 2023 featuring additional innovations and unexpected collaborations, the company said.
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