Coca Cola will debut a new image: this is what we know 1:41
(CNN Business) ––
The new experimental flavor of Coca-Cola is here, although it will be a limited-time edition.
And its name is... wait with some suspense... Dreamworld (world of dreams, in Spanish).
And it tastes like... dreams?
Coca-Cola will sell the classic Jack & Coke cocktail in a can
"We wanted to create a dream-inspired drink that was recognizably Coca-Cola, but with added cues that brought the joy and sparkle of dreams to life," a company spokesperson said in an email about the product.
"We drew inspiration from the technicolor world of dreams, adding a dash of vibrant taste to our great tasting Coca-Cola," the statement added.
Coca-Cola introduces a one-of-a-kind flavor
Dreamworld is the fourth beverage to launch Coca-Cola Creations, the company's new innovation platform that focuses on limited-time products with a digital component.
Through Creations, Coca-Cola is able to highlight its core product, while trying to appeal to a younger audience.
A few years ago, Coca-Cola cut its product portfolio in half and got rid of such beloved creations as Tab.
With fewer products, it has become even more important for the company to increase interest in Coca-Cola.
But regular soda sales are declining at all beverage companies.
So Coca-Cola has had to be more creative.
advertising
Products like Dreamworld, which advertise a concept rather than a flavor, are a way to spark conversation about Coca-Cola.
Before Dreamworld, Creations released Starlight (with a space flavor) and Byte (with a pixel flavor).
The third product, which was announced earlier this summer, had a more traditional strawberry and watermelon flavor.
While not involving a mysterious flavor, it was developed in collaboration with Marshmello, a Grammy-nominated electronic music DJ and producer.
And it marked the first time the company created a drink with an artist.
What does Coca-Cola taste like, launched in collaboration with DJ Marshmello?
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Each Coca-Cola Creations flavor is launched alongside a dedicated online experience.
And Dreamworld is no exception.
Dreamworld cans and bottles come with QR codes that provide access to a virtual augmented reality "music experience."
There people can listen to music from a DJ avatar and play games.
Customers can also get Dreamworld-inspired digital outfits for their avatars to wear online.
The new lid of Coca-Cola bottles does not come off
People who want to try Dreamworld will be able to buy the drink in the United States and Canada starting August 15, for a limited time.
The product will be available in regular and sugar-free varieties.
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