Beverage giant Coca-Cola is releasing a new flavor of its classic Coke soda. The new limited-edition version of Coke, which will be available in both regular and zero-sugar, will be called the Coca-Cola Starlight.
The new flavor is the first beverage to be developed by the company's new innovation unit, Coca-Cola Creations. The company recently shut down its portfolio of beverage brands, including Odwalla and Tab, to focus more on its core Coke soda brand.
Coca-Cola hasn't yet released exact details on the new flavor. Unlike the Cherry and Vanilla variants of Coke, not much can be determined in terms of the flavor of the company's Cola-Cola Starlight drink.
Users on social media have begun to speculate on what Starlight Coke might taste like. One user hypothesized that the new Coke might taste like raspberries, given the fact that some astronomers have speculated that part of the center of the galaxy might taste like the red edible fruit.
A YouTuber who claimed to have tried the new product said the drink tasted like "chocolate and graham crackers." One of the comments on the video suggested that Coca-Cola Starlight might be s'mores-flavored.
On Thursday, Coca-Cola further fueled the various speculations by posting a cryptic description of the drink in a press release. The company said the drink's flavor is "inspired by space" and that it contained flavor notes "reminiscent of stargazing around a campfire." The company went on to say that the drink provides a cooling sensation that evokes feelings of a "journey to space."
While the company didn't provide any concrete clue as to what its new drink would taste like, it did state what the color of the drink would be. The company said Coca-Cola Starlight will come in a "reddish hue."
Coca-Cola is expected to officially launch the new product next week. The company is planning to pull all the stops in promoting the drink, including launching a digital marketing campaign that will feature celebrities such as pop singer Ava Max.
Coca-Cola announced the launch of a new initiative called Real Magic last year, with the goal of taking a somewhat different strategy to market Coke. Unlike previous campaigns, Real Magic will focus mainly on gaming and music, among other things, in order to attract new consumers. Coca-Cola Creations is part of that strategy, with the unit aiming to release limited-time products and experiences "across the physical and digital worlds."
Coca-Cola is aiming to reach out to young people since interest in soft drinks has been dropping for years. Exciting new campaigns and mystery items are part of its strategy to pique the interest of prospective new customers around the world.
