Coca-Cola launches Limited Edition with Rosalía
In collaboration with musician and Grammy Award winner Rosalía, Coca-Cola launched a limited edition Coca-Cola Creations on Friday. The collaboration includes a new single, a video, 3D avatars and an online auction.
Coca-Cola Creations "Movement" was created together with musician and Grammy Award winner Rosalía. When consuming the new Coca-Cola Creations, the company says the familiar taste of Coca-Cola will change in surprising ways. "Transformation as a means of self-expression is of great importance to today's generations, and music is the universal language for transformation," says Marco Manzo, brand manager Coca-Cola Switzerland.
Rosalía launch soundtrack
The new Coca-Cola Creations has a special packaging design and is meant to express Rosalía's personality with bright colors and drawings.
As part of the Coca-Cola Creations premiere, Rosalía has also released an exclusive new single titled "Lie Like You Love Me," which is said to be inspired by Coca-Cola Creations' "Movement." The new single serves as the soundtrack to a launch video starring Rosalía that mixes live-action photography with animation sequences.
Marketing campaign accompanies launch
A QR code on the can leads to the digital Coca-Cola Creations Hub. This is designed to provide interested parties with digital experiences that allow them to discover new things, such as a behind-the-scenes look at the creation of Rosalías Single. The Coca-Cola Creations Hub also includes a personality quiz that uses participants' answers to customize their own 3D avatar and traits in the metaverse, a playlist based on their mood, and a video starring Rosalía.
As part of an online auction, bids can also be placed on personal mementos signed by Rosalía. The proceeds will go to the Antonio Gala Foundation. The organization chosen by Rosalía is a Spanish-based institution that provides residency grants to young artists.
"On Monday we will conquer the Zurich main station with an unforgettable graffiti, dance and beatbox show as well as a flash mob. Meanwhile, we will surprise passers-by with the new cans. In addition to the live events, we will launch influencer campaigns with well-known Swiss brand ambassadors and support them with a social media campaign as well as marketing measures from our retail partners," Marco Manzo explains the Swiss roll-out.
Coca-Cola Creations "Movement" will be available in Switzerland from Monday at Coop and selected K-Kiosk and Avec stores. 
