Stars like Rosalía and Marshmello flock to get their own Coca-Cola flavor

After Rosalía’s recent collaboration with Coca-Cola, releasing the fourth limited edition flavor called “Move” under their Coca-Cola Creations moniker, DJ and electronic music producer Marshmello also released his own limited edition flavor with the famous drink brand.

But it doesn’t taste like marshmallows. The flavor is a blend of strawberry and watermelon mixed with Coca-Cola.

“I wanted to do something different,” the artist said to Billboard. “I had a different flavor in mind originally and then we started messing around with other crazy flavors. I [chose] strawberry [and] watermelon just because you wouldn’t think that [would come from me].”

What is Coca-Cola Creations?

Coca-Cola Creations is the latest promotional line for the drink company. More than just new flavors and celebrity collaborations, the company has also been releasing new merchandise and experiences that can be purchased both physically and digitally.

For Rosalía’s recent collab, the company unveiled a metaverse world where fans can scan a QR code, immerse themselves in an immersive experience, and receive a meta version of themselves.

The first flavor released for Coca-Cola Creations was Starlight, with a flavor described as “a subtle cooling sensation” mixed with Coca-Cola creating a distinct red hue, and inspired by space. The packaging is pink and red with glittering stars.

The flavors in the Coca-Cola Creations line don’t have traditional flavors, instead having flavor profiles inspired by abstract ideas.

Dreamworld comes in blue packaging, with a design that is a pop art homage to M. C. Escher and Dalí. The flavor for Dreamworld is described as “a surprising and unexpected flavor from a dream world” that “explores the realms of the surreal, the imaginary, and the otherworldly”.

Another limited flavor was Byte, a flavor inspired by gaming, inviting drinkers to “explore what pixels might taste like.”

A new take on celebrity endorsements

The recent collabs for Coca-Cola creations are innovative, and fans can probably expect new exciting partnerships.

Coca-Cola is no stranger to celebrity endorsement, working with many big stars throughout the decades.

From LeBron James, Taylor Swift, Selena Gomez, Elvis Presley to Marilyn Monroe, the brand knows the power of celebrity influence in ensuring that fans flock to them to satisfy their thirst cravings.