In launching a series of limited-time-only beverages
The beverage conglomerate is simply not giving details on the flavors and creating a mysterious experience in its marketing, according to a
"We're engaging with people,"
The marketing and promotion effort has been all about getting consumers to talk about both the new beverages and how it compares to the Coke product known worldwide.
It's also very much about grabbing the attention, and keeping the attention, of the Gen Z consumer, according to the report.
The product launches focused on "experience" rather than flavor description. For example, Starlight, according to Coca-Cola, has "notes reminiscent of stargazing around a campfire as well as a cooling sensation that evokes the feeling of a cold journey to space." In addition, Starlight's can offers a QR code that gives the customer access to a holographic
When it comes to Byte, it's about what pixels may taste like, and the product was launched in the game, Fortnite.
So far, the marketing approach and customer experience feedback has been positive, according to CNN, though Coca-Cola has not released sales numbers.
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