has launched a new limited-edition Coke Creation with Spanish singer, Rosalía. CocaCola Move features a packaging design that embraces the contrasts of the artist’s persona – from vibrant pink inspired by her personality to minimalistic black representing her elegance. The CocaCola Spencerian script morphs into sketches Rosalía drew while sampling CocaCola Move during a creative workshop.
“Transformation as a means of self-expression is powerful and resonant for today’s generation, and music is the universal language for transformation,” says Oana Vlad, senior director, global strategy, The CocaCola Company. “Partnering with the inspirational and genre-defying Rosalía to bring to life our latest drop under CocaCola Creations has been a blast and has broken new ground for CocaCola Creations. CocaCola Move transforms the experience of drinking CocaCola.”
“As a longtime CocaCola fan, I’m excited to co-create a drink that encapsulates my unfolding journey across music, fashion and
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CocaCola Move cans and bottles include a scannable QR code that serves as a portal to the CocaCola Creations Hub featuring cinematic experiences including 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 also can bid on autographed items Rosalía credits with inspiring her transformation – including a helmet, tour outfit and poster. Proceeds will benefit the Antonio Gala Foundation, an organization that provides residency scholarships to young creators in Rosalía’s home country of Spain. The star, who took the initiative to create her own transformation story, was inspired by the organization’s mission.
CocaCola Move launches this month in the U.S., Canada and more than 20 additional markets around the world. A zero-sugar option also will be available.
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