Coca-Cola has partnered with the Grammy-award winning artist Rosalía to bring a new flavor of Coca-Cola to life.
The collaboration, called Coca-Cola Move, represents the power of music and transformation. As the Senior Director of Global Strategy at The Coca-Cola Company, Oana Vlad says, “Transformation as a means of self-expression is powerful and resonant for today’s generation, and music is the universal language for transformation.”
The packaging design of Coca-Cola Move is a perfect representation of the artist’s persona. It is a combination of vibrant pink and minimalistic black that showcases both her playful and creative personality, as well as her bold elegance. The iconic Coca-Cola Spencerian script has been transformed into sketches that Rosalía drew during a creative workshop.
To celebrate the launch of Coca-Cola Move, Rosalía has dropped a new single called “LLYLM”. This song embodies the concept of transformation through a genre-crossing journey and features multiple languages, including English. The star herself says, “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.”
The cans and bottles of Coca-Cola Move come with a QR code that opens a portal to the Coca-Cola Creations Hub. This hub is full of cinematic experiences, including behind-the-scenes content of Rosalía recording her new single, a personality quiz that creates custom avatars and playlists based on fan responses, and a music video that celebrates all versions of the artist
You maybe interest to read:
Additionally, fans can bid on autographed items that inspired Rosalía’s transformation, including a helmet, tour outfit, and poster. The proceeds will benefit the Antonio Gala Foundation, an organization that provides residency scholarships to young creators in Spain. Rosalía was inspired by the foundation’s mission and took the initiative to create her own transformation story.
Coca-Cola Move will be available this month in the US, Canada, and more than 20 other markets around the world. A zero-sugar option will also be available. The partnership between Coca-Cola and Rosalía is breaking new ground for Coca-Cola Creations and transforming the experience of drinking Coca-Cola.
Click on this link to read this article in French version