Coca-Cola today dropped its boldest and edgiest limited-edition Coca-Cola® Creations flavor yet, a striking collaboration with musical powerhouse and Grammy-award winning artist, Rosalía.
Coca-Cola® Move is the first Coca-Cola® Creations drop of 2023 and brings the transformational power of music to life. Co-created with Rosalía – a trailblazing artist in breaking boundaries across musical genres, industries, and identities – the beverage’s unique taste pushes the limits. As fans sip the new drink, the familiar Coke taste they know and love will evolve in a surprising way.
“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, Global Strategy at The Coca-Cola Company. “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. We hope our collective fans will love this drink!”
The new Creation comes in a beautifully contrasting packaging design, intended to display Rosalía’s personality through vibrant colors, candid doodles that Rosalía hand-drew while sampling Coca-Cola® Move for the first time, and the iconic Coca-Cola® Spencerian script that transforms into a sketch to capture a moment of metamorphosis.
The collaboration on Coca-Cola® Move inspired Rosalía to write an exclusive, new single titled “LLYLM”, which debuted Jan. 27, ahead of the release of the product. Not only is it the first time Rosalía has released a song that transforms and features multiple languages, including a full section in English, it also is the first time a song has been created for Coca-Cola® Creations. The song is being released globally by Columbia Records, and will serve as the soundtrack to a dynamic launch video starring Rosalía. The experiences were designed and produced by AKQA and the WPP OpenX team.
“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,” said Grammy Award-winning recording artist and producer, Rosalía.
To further bring the product to life, fans can scan a QR code on the collectible Coca-Cola® Move can or bottle to access the digital Coca-Cola® Creations Hub. It offers engaging digital experiences for fans to discover and explore new territories, such as accessing behind the scenes content of Rosalía’s making of the single. The Coca-Cola® Creations Hub also includes a lively personality quiz that uses people’s answers to customize their own 3D avatar and its traits in the metaverse, a playlist based on their mood, and a video starring Rosalía.
Fans will also have a rare opportunity to bid on autographed memorabilia from Rosalía through an online auction. Proceeds from the auction – which include items such as a helmet, tour outfit, poster and more – will benefit the Antonio Gala Foundation. The organization, selected by Rosalía, is a Spain-based organization that provides residency scholarships to young creators. Rosalía, who was born in Spain and took initiative in creating her own transformation story, was inspired by the organization’s mission to inspire youth to explore their own transformative journey.
Coca-Cola® Move follows the success of previous fantasy-flavored limited-edition drops under the Coca-Cola® Creations platform, including Coca-Cola® Starlight, Coca-Cola® Byte, the artist Marshmello’s Limited Edition Coca-Cola®, and Coca-Cola® Dreamworld. Coca-Cola® Move will be available in the U.S and in Canada, beginning Monday, Feb. 20. A zero-sugar option will also be available.
Through the remainder of the year, Coca-Cola will unveil additional limited-edition Coca-Cola ® Creations featuring unique innovations and unexpected collaborations. For more information about Coca-Cola® Creations, visit www.coca-cola.com/creations.
