Coca-Cola Co. announced the upcoming launch of its first limited-time item, Coca-Cola Starlight, a beverage the company says is ” reminiscent of stargazing around a campfire, as well as a cooling sensation that evokes the feeling of a cold journey to space.”
Hitting shelves in North America on February 21, Starlight is reddish in color and will be available in select global locations in a zero-sugar format.
Starlight is launching alongside a new platform, Coca-Cola Creations, that will focus on limited-time items and experiences based on the iconic Coca-Cola
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“Coca-Cola Creations aims to surprise, delight and engage global audiences through magical and unexpected tastes, moments and collaborations – something we know our fans have come to expect from us,” said Oana Vlad, senior director of global brand strategy at Coca-Cola, in a statement.
Starlight will have a marketing campaign heavily focused on digital, with an AR “Concert on a Coca-Cola” available on the Coca-Cola Creations site, and a partnership with international pop star Ava Max. There will also be Instagram filters and a streetwear collaboration with the brand Staple.
Coca-Cola has been focused on trimming and refining its brand portfolio, launching alcoholic beverages, and taking other steps to refresh the business.
The company announced Thursday that it will resume share repurchases and raised its dividend.
And quarterly results announced last Thursday beat profit and revenue expectations.
Coca-Cola stock has run up 22.4% over the past year while the S&P 500 index
has gained nearly 12%.