At least, that’s the idea behind Coca-Cola Starlight, a new limited-edition classic soda that comes with both plain and sugar-free.
On Thursday, Coca-Cola finally cracked the mystery. Somewhat. The company’s explanation is…well, see for yourself: The “space-inspired” Starlight has “reminiscent of star-like notes around a campfire, as well as a cooling sensation that evokes the feeling of a cold trip into space,” the company said in a statement.
So yeah, maybe s’mores?
Also, it is red. Or, in the company’s words, “The Coca-Cola Starlight combines the great taste of Coca-Cola with an unexpected dash, including a reddish hue.”
For this reporter, after tasting a sample of the company’s sugar-free version, the last sentence sums it up. The drinks didn’t taste like space travel or sitting around a campfire. However, it did taste like a sweeter version of Coca-Cola. It is definitely red.
Starlight is getting the full promotional treatment for Coca-Cola Creations, which includes a digital marketing campaign featuring pop singer Ava Max.
Coca-Cola’s New Marketing Strategy
“When we launched Real Magic, we wanted to connect and celebrate experiences that bring joy to young people today, and that took us into exciting new territory,” Oana Vlad, Senior Director of Global Brand Strategy at Coca-Cola, said in a Thursday statement.
For Coca-Cola, reaching young consumers is essential because interest in soft drinks has been declining for years. Exciting new campaigns and obscure products can be a way to get potential new customers to pay attention.
So what does that mean? In the case of Starlight, it means a 3D concert by Ava Max, who has also given a show on the Roblox gaming platform. The concert can be accessed via the QR code on the Starlight label. In addition to the bright packaging and this reddish color.
Update: This story has been updated to reflect that Coca-Cola Starlight comes in both sugar-free and regular varieties.