“We took inspiration from the Technicolor world of dreams, adding a dash of vibrant flavors to our great Coca-Cola taste,” the spokesperson added.
“Dreamworld” is the fourth drink to come out of Coca-Cola Creations, Coke’s new innovation platform that focuses on limited-time items with a digital component. Creations is a way for Coca-Cola to shine a spotlight on its core product, while trying to bring gamers and younger audiences into the fold.
Products like “Dreamworld,” which advertise a concept rather than a flavor, are a way to spark conversation around Coca-Cola.
Each Coca-Cola Creations flavor is launched along with a specialized online experience, and Dreamworld is no exception.
Dreamworld cans and bottles come with QR codes that provide access to a virtual, augmented-reality “music experience,” where people can listen to music from a DJ avatar and play games. Customers can also get digital Dreamworld-inspired outfits for their avatars to wear online.
People who want to try Dreamworld can buy it in the United States and Canada starting on August 15, for a limited time. The product will be available in regular and zero-sugar varieties.