Coca-Cola launches ‘space-flavored’ red Coke variant

Coca-Cola Co. will be offering a new limited-edition version of its classic soda that comes in regular and zero sugar dubbed Coca-Cola Starlight as part of a global marketing and product innovation program meant to pump youthful energy into the soda brand.

Starlight is getting the full Coca-Cola Creations promotional treatment, including a digital marketing campaign featuring a holographic concert by pop singer Ava Max, who has also performed in the gaming platform Roblox.

The Ava Max concert can be accessed via a QR code on the Starlight label.

The out-of-this-world plan is focusing on promoting its core product, Coke, after deciding to discontinue half of its portfolio and getting rid of outdated but beloved drinks including Tab and Odwalla.

Starlight is the first beverage from Coca-Cola Creations, an innovation platform.

Unlike cherry or vanilla Coke, it's not immediately clear how starlight is supposed to taste.

Coca-Cola explained that Starlight is "inspired by space," has "notes reminiscent of stargazing around a campfire, as well as a cooling sensation that evokes the feeling of a cold journey to space and is red.

The company added that Coca-Cola Starlight combines great Coca-Cola taste with a dash of the unexpected, including a reddish hue.

For Coca-Cola, reaching young consumers is essential because interest in soft drinks has been declining for years. Exciting new campaigns and mysterious products could be a way to get potential new customers to pay attention.