Partnership:

Coca‑Cola and Rosalía

Description:

Coca‑Cola in collaboration with musical powerhouse and Grammy-award winning artist Rosalía created a new flavor called Coca‑Cola Move.

Coca‑Cola Move featured a striking packaging design embracing the contrasts of the artist’s persona – from vibrant pink inspired by her playful and creative personality to minimalistic black representing her bold elegance. The iconic Coca‑Cola Spencerian script morphed into sketches Rosalía drew while sampling Coca‑Cola Move during a creative workshop.

Rosalía recently dropped a new single, “LLYLM”, inspired by Coca‑Cola Move and embodying the concept of transformation through a genre-crossing journey. 

Coca‑Cola Move cans and bottles included a scannable QR code that served as a portal to the Coca‑Cola Creations Hub that featured a host of cinematic experiences: behind-the-scenes content of Rosalía recording her new single; a personality quiz that creates custom 3D, metaverse-inspired avatars and playlists based on fan responses; and a music video celebrating all versions of the artist by incorporating live action photography and animation sequences.

Fans could also bid on autographed items Rosalía credits with inspiring her transformation—including a helmet, tour outfit and poster. Proceeds benefited the Antonio Gala Foundation, an organization that provides residency scholarships to young creators in Rosalía’s home country of Spain.

Partnership Opportunity:
Coca‑Cola/Beverages
Partner/Category:
Rosalía /
Timing:
February 1st Quarter 2023
Target:
Male
Female
Family
Adults
Promotional Elements:
Event / Activation / Experiential
In-Store / Retail
On Pack
Media Elements:
Mobile
Online
Social Media
Created On:
2023-03-01
Last Modified on:
2023-03-02
Companies Involved
Tuck

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