Coca‑Cola Dreamworld Invites Fans to Experience Dreams in the Real World
08-10-2022
The latest Coca‑Cola Creations fantasy flavor is beyond fans’ wildest dreams.
Coca‑Cola Dreamworld—the fourth and final Coca‑Cola Creations drop of 2022—bottles up the technicolor tastes and surrealism of the subconscious with an invitation to savor the magic of everyday moments and dream with open eyes.
The drink, which is available in the United States and Canada starting Aug. 15, adds playfully vibrant flavor notes that evoke the boundless creativity of the human imagination to the unmistakable taste of Coca‑Cola.
“Coca‑Cola Dreamworld taps into Gen Z’s passion for the infinite potential of the mind by exploring what a dream tastes like,” said Alessandra Cascino, Creative & Shopper Program Director, Coca‑Cola North America Operating Unit. “Like the Coca‑Cola Creations that came before it, Dreamworld plays with the unexpected and will no doubt provoke discovery and debate among consumers… which we welcome.”
A fantastical look-and-feel complements the beverage’s flavor profile by fusing whimsical shapes, electric colors and a 3D expression of Coke’s signature script to create an illusionary visual landscape on Coca‑Cola Dreamworld packaging, in-store merchandising and other physical and virtual elements.
The Coca‑Cola Creations platform—which debuted in February when Coca‑Cola Starlight offered fans a taste of outer space, followed by the gaming and metaverse-inspired Coca‑Cola Byte and collaboration with GRAMMY-nominated music artist Marshmello—reimagines the brand across physical and digital worlds via sequential, limited-edition flavors, designs and experiences.
“Starlight illuminated the idea of escapism and the infinite, out-of-this-world possibilities of space,” said Chase Abraham, Senior Creative Strategy Manager, Coca‑Cola North America Operating Unit. “Dreamworld flips this script by inviting fans to look inward at the infinite possibilities of the mind”
A suite of immersive digital activations will provide a portal into the Coca‑Cola Dreamworld universe. Fans can scan any Dreamworld package on their mobile phone to access the Coca‑Cola® Creations Hub, where they can enjoy an Augmented Reality (AR) music experience created in collaboration with Tomorrowland; download an exclusive Dreamworld-inspired digital fashion collection for the metaverse via a partnership with DRESSX and more.
“We’re meeting Gen Z where they are with relevant content and collaborations that matter to them,” Abraham added.
Coca‑Cola Dreamworld will come to life IRL through experiential activations on select college campuses, and a series of out-of-home creative executions in New York City including an appearance on the iconic Coca‑Cola billboard in Times Square, bus takeovers, 3D signage, hand-painted murals, Dreamworld-inspired AR Snapchat® lenses and backdrops.
Coca‑Cola Creations quenches fans’ thirst for experimentation, bringing together unexpected elements to deliver expressions that embody Coke’s “Real Magic” brand philosophy. The novelty and get-it-before-its-gone urgency of the limited-edition releases have resonated with young consumers, piquing their curiosity and bringing them back.
“What makes Coca‑Cola Creations so special is the simplicity of its ‘first Coca‑Cola to...’ promise,” Cascino said. “Every drop delivers an unexpected, never-before-seen product and experience in an only-Coke-can-do way by tapping into core Gen Z passions and cultural trends.”
Coca‑Cola Dreamworld and Coca‑Cola Zero Sugar Dreamworld will be available in the United States in 20-oz. bottles and multipacks of 7.5-oz. mini cans, and in Canada in 500-ml bottles and multipacks of 300-ml bottles.
