The Coca-Cola Co., Atlanta, announced its fourth and final Coca-Cola Creations drop of 2022: Coca-Cola Dreamworld.
The new carbonated soft drink, which is available in the United States and Canada, adds playfully vibrant flavor notes that evoke the creativity of the human imagination to the taste of Coca-Cola, it says. The new Creation also comes in a distinctive packaging design, transforming the iconic Coca-Cola can with whimsical shapes and electric colors to create optical illusions.
“Our latest Coca-Cola Creation brings us into a world filled with fantastic, surreal Technicolor,” said Oana Vlad, senior director of global brand strategy at The Coca-Cola Co., in a statement. “We hope people fall in love with Dreamworld — both in terms of its fantasy flavor and the entire Dreamworld experience, which offers a magical ride into the boundless world of our imaginations.”
Coca-Cola Dreamworld will be brought to life through a digital-led, dreamlike campaign featuring key collaborations, including an exclusive Coca-Cola Dreamworld-inspired, digital wearable collection with fashion platform DRESSX. Fans will be able to scan a QR code on the Coca-Cola Dreamworld can or bottle to access the digital Coca-Cola Creations Hub, where they will be taken on a journey and experience unique, Dreamworld looks that can be shared on social media.
“There’s no better way to bring the fantasy of dreams to reality than with Coca-Cola Dreamworld and our exclusive wearable collection,” said Daria Shapovalova, DRESSX CEO and co-founder, in a statement. “We’re thrilled to partner with Coca-Cola and engage fans in a truly imaginative and exciting way.” added Natalia Modenoca, DRESSX COO and co-founder.
The fantastical campaign also will feature the launch of the Coca-Cola Dreamworld AR Music Experience, an augmented reality music experience dreamt up in collaboration with influential electronic dance music festival brand Tomorrowland.
For this epic music experience, consumers can scan a Coca-Cola Dreamworld can or bottle to access the digital Coca-Cola Creations Hub, where they will be transported into a full 3D virtual AR music experience hosted by an avatar DJ spinning dreamlike tracks. The environment will change and interact with the beat of the music and fans can play games to win select Coca-Cola Dreamworld-inspired prizes and unlock fun Easter eggs that will further enhance the experience.
“We’re excited to collaborate with Coca-Cola on this exciting digital, augmented reality electric dance music experience. Dreamworld perfectly embodies the spirit of our community: happiness, optimism, and the magic of togetherness,” said Bjorn Declerck, partnerships director at Tomorrowland, in a statement. “The vibrancy of the new Tomorrowland universe we’ll build together with Coca-Cola for Dreamworld will provide fans with a chance to explore experiences where the extraordinary can occur at any moment.”
Coca-Cola Dreamworld and Coca-Cola Zero Sugar Dreamworld will be available in the United States in 20-ounce bottles and multipacks of 7.5-ounce mini cans, and in Canada in 500-ml bottles and multipacks of 300-ml bottles.
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