Coca-Cola is launching a limited edition drink called Coca-Cola Move in collaboration with Rosalia.
The drink will be available in the U.S. and Canada starting Feb. 20.
- The drink is part of the Coca-Cola Creations platform, which was created for partnerships with celebrities to attract younger consumers.
- Coca-Cola Creations beverages are not advertised for the flavor but the mood. This drink is marketed as "transformation flavored."
- Past editions of Coca-Cola Creations include Coca-Cola Starlight, Coca-Cola Byte, and Coca-Cola Dreamworld.
- The marketing idea behind these drinks is that the lack of an explanation of the flavor leads to speculation and interest on social media before release and creates a conversation about the taste after its release.
