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Coca-Cola is inviting fans to experience dreams in the real world with its latest limited-edition flavor called Dreamworld.
What is Coca-Cola Dreamworld?
According to a news release, Dreamworld “bottles up the technicolor tastes and surrealism of the subconscious with an invitation to savor the magic of everyday moments and dream with open eyes.”
The beverage company said that the new drink adds “playfully vibrant flavor notes” to the signature great taste of the original Coke to “evoke the boundless creativity of the human imagination.”
A rep for the firm confirmed in an email to CNN that the new bizarre flavor is a “dream-inspired” concoction with “cues that bring to life the playfulness and brightness of dreams.”
Dreamworld is the fourth drink to come out of Coca-Cola Creations, the company’s innovation platform that focuses on limited-time items with a digital component. Creations debuted in February 2022 with the space-flavored Coca-Cola Starlight, followed by the pixel-flavored Coca-Cola Byte, and Marshmello’s Limited Edition Coca-Cola, which has a strawberry and watermelon flavor.
Like previously released drinks from the Creations platform, Dreamworld focuses more on the concept it presents rather than its flavor, which is a way to spark conversation around Coke and lure younger audiences into the fold.
“Coca-Cola Dreamworld taps into Gen Z’s passion for the infinite potential of the mind by exploring what a dream tastes like,” said Alessandra Cascino, Creative & Shopper Program Director, Coca-Cola North America Operating Unit, in the news release. “Like the Coca-Cola Creations that came before it, Dreamworld plays with the unexpected and will no doubt provoke discovery and debate among consumers… which we welcome.”
To complement Dreamworld’s fantastical flavor profile, the company fused whimsical shapes, electric colors, and a 3D expression of Coke’s signature script on the drink’s packaging to create an illusionary visual landscape. This theme will also be infused with in-store merchandising and other physical and virtual elements promoting the new product.
When will Coca-Cola Dreamworld be available?
Starting August 15th, Dreamworld and its Zero Sugar variety will be available at retailers across the United States in 20-oz. bottles and multipacks of 7.5-oz. mini cans. They will also hit Canadian store shelves beginning on the same date in 500-ml bottles and multipacks of 300-ml bottles.
Like its predecessors from the Creations platform, Dreamworld will launch with a suite of immersive digital activations. For instance, fans can scan any Dreamworld package on their mobile phone to access the Coca-Cola Creations Hub, where they can enjoy an Augmented Reality music experience created in collaboration with Tomorrowland and download an exclusive Dreamworld-inspired digital fashion collection for the metaverse via a partnership with DRESSX.
In addition to digital promotions, Dreamworld will also come to life through experiential activations on select college campuses, and a series of out-of-home creative executions in New York City including an appearance on the iconic Coke billboard in Times Square, bus takeovers, 3D signage, hand-painted murals, and a lot more.