In collaboration with Grammy-award winning artist Rosalía, The Coca-Cola Co., Atlanta, announced the launch of its newest Coke Creation: Coca Cola Move, bringing to life the transformational power of music.
“Transformation as a means of self-expression is powerful and resonant for today’s generation, and music is the universal language for transformation” said Oana Vlad, senior director of global strategy, The Coca Cola Co., in a statement. “Partnering with the inspirational and genre-defying Rosalía to bring to life our latest drop under Coca Cola Creations has been a blast and has broken new ground for Coca Cola Creations. Coca Cola Move transforms the experience of drinking Coca Cola.”
Coca Cola Move features a striking packaging design embracing the contrasts of the artist’s persona — from vibrant pink inspired by her playful and creative personality to minimalistic black representing her bold elegance, the company says. The iconic Coca Cola Spencerian script morphs into sketches Rosalía drew while sampling Coca Cola Move during a creative workshop, it adds.
Rosalía recently dropped a new single, “LLYLM,” inspired by Coca Cola Move and embodying the concept of transformation through a genre-crossing journey. Released globally by Columbia Records, the song is a first for the artist in that it features multiple languages, including a full section in English.
“I’m so excited for this co-created drink launch with Coca-Cola,” Rosalía said in a statement.” I hope everybody enjoys this journey of music, flavors and creation as I did. I had a lot of fun creating LLYLM and this collaboration with Coke.”
Coca Cola Move cans and bottles include a scannable QR code that serves as a portal to the Coca Cola Creations Hub featuring a host of cinematic experiences: 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.
Coca Cola Move launches this month in the United States, Canada and more than 20 additional markets around the world, the company says. A zero-sugar option also will be available, it adds.
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