Coca-Cola collaborates with Marshmello on new flavour
Coca-Cola Creations is dropping its newest limited-edition flavour—a collaboration with GRAMMY-nominated artist Marshmello.
Marshmello’s Limited Edition Coca-Cola, the brand’s first-ever beverage co-created with an artist, captures the feeling of mixing chart-topping beats.
The new drink—which fuses strawberry and watermelon flavours with a great Coke taste—drops in the United States in July and will be available in select countries around the world. A zero-sugar version also will be available.
“We created a vibey blend of my favourite flavours in this all-new mix,” Marshmello said. “I think it tastes amazing and hope fans love it, too.”
Collectible slim cans with striking black and white visuals and dripped Coca-Cola Spencerian script pay homage to Marshmello’s signature aesthetic.
Coca-Cola welcomed Marshmello and his crew to Atlanta last year for a tour of the company’s archives and co-creation workshop.
The artist doodled on whiteboards with Coke creatives, experimented with tastes crafted by R&D flavour scientists sipped through a custom-created straw to fit Marshmello’s trademark helmet, and brainstormed experiential concepts with brand and marketing teams.
“From the beginning, we wanted this to be a collaborative process that could come to life and feel authentic to both of our brands,” said Oana Vlad, Senior Director, Global Strategy, The Coca-Cola Company.
“Everyone rolled up their sleeves and had a lot of fun… Marshmello is known as a connector of fans, so our values are aligned.”