Dive Brief:

• Coca-Cola is debuting the newest addition to its Creations line-up with Coca-Cola K-Wave Zero Sugar, the company said in a statement. 
• The beverage giant said the limited-edition flavor will allow consumers to “experience the excitement they felt when they first became a K-Pop fan.” The drink is described as being “infused with a burst of fruity-flavored K-Pop magic.”
• The K-pop offering is the second beverage to be introduced under the Creations platform this year, which is targeted at younger consumers. Coca-Cola has said the offerings are less about the flavor and more about a mood or experience.

Dive Insight:

As Coca-Cola works to attract and keep consumers interested in its sprawling beverage platform, a major part of achieving that goal is centered around its Creations platform.

The initiative, which debuted in 2022, not only creates unique, limited-time flavors but also helps increase Coca-Cola's perception as a lifestyle brand through merchandise and virtual experiences.

Creations has introduced 10 beverages so far. Previous flavors include ones that were dream-inspired, space-flavored, taste like tears and another that was created with the help of artificial intelligence. The Creations platform has previously worked with other artists, too, including Marshmello and Rosalía, on drinks.

K-pop has achieved incredible popularity with younger consumers around the world, a phenomenon Coca-Cola is tapping into with its new Creations launch. Coca-Cola K-Wave Zero Sugar is available in select markets around the world including the U.S., Spain, Singapore and South Korea. A frozen variation will be available in select markets. 

Unlike cherry or vanilla, which conjure up immediate recognition among shoppers, “fruity-flavored K-Pop magic” is likely to generate discussions at schools and on social media about what it really tastes like — generating further buzz for the beverage and potentially other brands within Coca-Cola’s portfolio.

As companies such as Coca-Cola become increasingly dependent on younger individuals for a larger share of their revenue, they need to find a way to be top of mind, or they risk losing this customer base to another brand. An individual who tried Coca-Cola K-Wave Zero Sugar now, could later turn to Diet Coke, Sprite, hydration beverage BodyArmor and sparkling water Topo Chico, among other products, as their tastes and needs change.

In addition to the new limited-edition flavor, three K-pop groups, Stray Kids, ITZY, and NMIXX, as well as the founder of JYP Entertainment, J.Y. Park, have created experiences for devoted fans. As part of the collaboration, the groups have teamed up to create experiences including a K-pop anthem song, a music video, AI-powered experiences and a live concert.

“We are excited to celebrate one of the most passionate fan communities in the world and create new experiences that we hope will bring Coca-Cola magic to fans across the globe,” Oana Vlad, senior director for global strategy at Coca-Cola.

Vlad noted recently that Creations engages young consumers about twice as much as other Coke trademark initiatives and almost all of them — more than 75%— are new to the Coke trademark.

“We are re-introducing the brand, in a way, to the next generation,” he added.