The buyers of the new Coca-Cola Starlight can scan a code on the pack to unlock an exciting augmented reality concert by music artist Ava Max. The new drink is “a new space-inspired product that aims to bring space to life through a simple sip.”
Like its other products, the company has turned the launch into a big media event by collaborating with the Atlantic-signed artist.
Nevertheless, this is not the first time Ava Max has looked to reach her fans through a high-tech medium. She became one of the first artists back in 2020 to work with the gaming platform Roblox for an album launch party that welcomed nearly 1.2 million fans.
Coca-Cola Starlight and the AR activation is the company’s first initiative under the umbrella of the ‘Coca-Cola Creations’ global innovation platform. Its mission is to “take the iconic Coca-Cola trademark and lend it to new expressions, driven by collaboration, creativity, and cultural connections,” as per the company.
“For over a century, Coca-Cola has maintained its iconic status around the world as a symbol of optimism that has refreshed generations,” said Oana Vlad, Senior Director for Global Brand Strategy at The Coca-Cola Company. “Coca-Cola Creations aims to surprise, delight, and engage global audiences through magical and unexpected tastes, moments, and collaborations – something we know our fans have come to expect from us.”
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