What does space taste like? The Coca-Cola Company wants to give you the answer to this question.
On February 17, 2022, US time, Coca-Cola released the first space-inspired limited product, Coca-Cola "Galaxy Walk" (hereinafter referred to as "Galaxy Walk"). It surprises you from the packaging to the flavor elements – the packaging is decorated with gradient fuchsia, star hollows, and cosmic gas belt patterns left by star explosions, just like the vast interstellar space that people have explored through the Hubble Space Telescope, and the vastness of the universe is mixed with unknown romance. Its taste is even more curious. Josh Schwarber, coca-cola's design director, admits that what will space taste like? The truth is that no one really knows, but the most wonderful also stems from the unknown, and every Coca-Cola innovation begins with the pursuit of imagination and fantasy. And each product retains the essence of Coca-Cola – the brand's optimism, uplifting and authentic values.
Coca-Cola "Galaxy Walk" main visual presentation
Coca-Cola revealed that from February 21, 2022, "Galaxy Walk" will be the first to be released in North America for a limited time. As one of the key markets of Galaxy Walk, the Chinese market will follow closely behind, and it is expected to officially start a limited sale in March 2022, while stocks last. Chinese consumers can buy from large supermarkets, convenience stores and e-commerce platforms.
"Galaxy Walk" is the first product of Coca-Cola's creative platform Coca-Cola "Coca-Cola Creations" (hereinafter referred to as "Lechuang Unbounded" platform). This is also the first time that the Coca-Cola Company has unveiled this creative platform to the public - it is like a mysterious team with unlimited possibilities and imaginations, and the trendy innovation and fashionable experience of those young generations will be expressed in different forms by the "Lechuang Boundless" platform.
Coca-Cola "Lechuang Boundless" global creative platform logo
As is well known, the Coca-Cola Company is a century-old company that often ranks first in the brand value of various reports of market research institutions and is difficult to surpass. Therefore, there are constantly voices in the market that believe that such a huge volume and deep experience will make it stand still and disconnect from the trend and aesthetics of the younger generation? And Coca-Cola is responding to this question in a different way — "GalaxyWalk" is the latest answer.
The exploration of space is an eternal innovation of mankind
Space is full of infinite imagination because of the unknown. For a long time, people have been using space as a material to carry out innovative experiments in different dimensions of film, music and art. And with space as inspiration for drinks, Coca-Cola's experiments have also amazed people. This directly triggered the curiosity and exploration of the unknown by the younger generation, and Coca-Cola also entered the discourse system of young consumers, and constantly formed a connection with consumers in the young circle with space exploration as the topic.
"As early as 35 years ago, the 'Coca-Cola' brand partnered with NASA and was one of the first beverage brands to go into space." Oana Vlad, senior director of global strategy at Coca-Cola, said, "We hope to pay tribute to humanity's extraordinary ability to explore space through 'Galactic Walk', to inspire generations of young people to continue to discover new worlds full of infinite possibilities." ”
More than just products, Coca-Cola has also made many future conceptual marketing breakthroughs around the Galaxy Walk product, such as partnering with global pop singer Ava Max to hold an AR (augmented reality) "Coca-Cola Concert". GalaxyWalk will transform into an anti-gravity translucent space station, surrounded by purple-red liquid and gradient lights, Max will present an AR holographic solo concert with several global hit singles. After the "Galaxy Walk" product is listed in the Chinese market, consumers can also start the AR immersive experience journey by scanning the code of the can.
Coca-Cola teamed up with global pop singer Ava Max to promote "Galaxy Walk" limited products
But the surprises don't stop there. Galaxy Walk will collaborate with renowned designers, including the world-renowned streetwear brand Temple. For the Chinese market, "Galaxy Walk" will also carry out cross-border cooperation with IPs of different young trend circles, such as tide play brands and beauty brands.
The AR immersive experience and cross-border cooperation based on the topic of space seem to prove to people that the Coca-Cola Company still exists in the center of young people's trends and has not left. The topics discussed by the younger generation, the favorite brands, the enthusiastic singers and the digital experience, the Coca-Cola Company has not been left behind, and in a more three-dimensional way and cultural concepts presented to young people.
How do century-old trendsetters interpret the beauty?
If the Coca-Cola Company does not understand the trend culture of young people, then it is difficult for a brand to say that it can be understood. Because for a long time, "Coca-Cola" itself is a symbol of trend culture.
In the 1960s, Andy Warhol used "Coca-Cola" as an element of his spectral art to proclaim his claim to freedom and equality to the world. You can also hear the word "Coca-Cola" in the works of rock stars around the world, from U2 to the Beatles, and along with these popular melodies, "Coca-Cola" also inspires and inspires generations of young people to connect with each other. The Coca-Cola Company has never faded in its youthful culture, and time and time again it has become a symbol of trend culture, even leading the way in the trend of the trend – and in the new era, it has also begun a new exploration.
"The history of the 'Coca-Cola' brand began in Atlanta in 1886 and has since grown into a global brand." Selman Careaga, global president of the Coca-Cola category, said, "At the same time, we recognize that the world is constantly changing and are always listening, learning and responding to ensure that this iconic brand keeps up with the times." So we set a very clear, specific and exciting challenge, which was to renew the 'Coca-Cola' brand. ”
In September 2021, the "Coca-Cola" brand released a new brand concept "Real Magic Opens Smoothly, Fully Released", which is also the first time that the company's flagship brand "Coca-Cola" has renewed its brand concept since 2016. The birth of the above-mentioned "Lechuang Boundless" platform is based on this new brand concept.
"Coca-Cola" brand unveils a new brand concept "Real Magic opens up smoothly, full of wonderful release"
The new renovation not only conveys the brand's new concept of "Real Magic opens up and explains the beauty", but also coca-cola hopes to connect with culture in music, e-sports games, sports and other aspects. Based on the "Real Magic open smooth, full of wonderful release", Coca-Cola Company quickly opened a variety of attempts. Soon, the "Lechuang Boundless" platform was born and launched the above-mentioned pioneering "Galaxy Walk" product, which is faster and more efficient than companies of similar size in the industry.
"For more than a century, the 'Coca-Cola' brand has been known worldwide for its iconic image of happiness and upward mobility, inspiring generations of people." Vlad said: "Our fans have been waiting for it to surprise and delight consumers around the world through magical and unexpected tastes, moments and co-creation, and to engage everyone. In the future, the "Lechuang Boundless" platform will continue to launch more limited products, bringing surprises to the younger generation of consumers that meet their aesthetics and can trigger their emotional resonance.
As people often say "down-to-earth, look up at the stars", the launch of the "Galaxy Walk" product and the "Lechuang Boundless" platform is also The exploration of the future by Coca-Cola. Vlad agrees, saying the Coca-Cola brand is a timeless and timely presence, and there's no better way than "paying homage to the past and moving into the future."
In fact, as a century-old trend pioneer, the Coca-Cola brand will naturally not be left behind in the new era. It is resonating with young people's trends through keen market insights and efficient product and marketing innovations based on deep brand accumulation. If the trend culture is the iteration and renewal of each generation of trends in the past, then the 'Coca-Cola brand' in the midst of a century of cultural changes seems to never have to worry about falling behind.