Coke keeps innovation rolling with new permanent flavor, TikTok Shop exclusive

NEW YORK — The Coca-Cola Company is seeking to keep its pace of innovation in high gear fresh off a yr that saw the beverage giant run among the earliest experiments with generative artificial intelligence (AI) in marketing. At a media event Tuesday evening, the brand unveiled the primary permanent addition to Coke’s North American portfolio in over three years, the raspberry-flavored Coca-Cola Spiced, along with the most recent limited-run Creations drop, a soda inspired by tears of joy that might be sold exclusively on TikTok Shop. 

While the strategy behind the 2 drinks differs — one is permanent, the opposite ephemeral — each show Coke attempting to push new products to the market faster to remain on the ball with shifting consumer tastes, particularly with regards to digitally oriented Gen Z. In the past, a mainline Coke offering like Spiced would take over a yr to develop, whereas now the method is completed in only a number of months, in keeping with Shakir Moin, marketing chief at Coca-Cola North America.

“The mindset, I feel, especially with our marketing transformation agenda … is that we’re a 137-year-old startup,” said Moin on a panel with other executives. “A fundamental transformation that we’ve taken on is specializing in bolder, faster and fewer initiatives.”

The speedy rollout of Spiced was supported by insights stemming from Creations, a platform Coke debuted two years ago that focuses on far-fetched flavors based on concepts like space and dreams. Creations has helped the broader organization “relearn innovation,” Sue Lynne Cha, vice chairman of promoting for the Coca-Cola trademark in North America, told Marketing Dive in an interview. Coke has also worked to streamline collaboration between its marketing arm and research and development teams. 

“We removed the silos,” said Cha. “We are partners in crime and that makes it more fun.”

Spicing things up

Coca-Cola Spiced, which hits shelves Feb. 19 and is available in regular and zero-sugar versions, aligns with renewed consumer interest in flavored cola. Chief rival Pepsi can also be ramping up marketing within the flavored category through a campaign supporting Pepsi Wild Cherry that recently featured a Las Vegas Sphere takeover ahead of the Super Bowl. 

Spiced is supposed to mix the signature Coke formula with a “burst of refreshing notes from raspberry and spiced flavors,” per press materials, although the taste could also be milder for some than the name would imply. Packaging keeps the classic Coke trademark, supplemented by a swirl of vibrant pink and purple raspberry hues. Spiced cans are also taller and sleeker to recommend a premium positioning.

“It’s not spicy but it surely’s the boldest innovation that we’ve done,” said Cha. “We know consumers, they’re an increasing number of willing to try unique flavors.”

The debut of Spiced is supported through a marketing campaign that features a custom Snapchat lens and messaging emphasizing the beverage’s sensory experience, aiming for a show, don’t tell approach. To that end, Coke will host an event in New York in a number of weeks that uses an immersive AI experience to display the expression of individuals trying the soda for the primary time, though details on the activation were scant.

“The campaign goes to be all about feeling versus telling,” said Cha. “We don’t wish to tell consumers what it’s prefer to drink a Coca-Cola Spiced, we wish to inform them how they feel so we will connect more authentically.”

Bottling sentiment

On the theme of feelings, Coke’s latest Creations bet attempts to capture the flavour of euphoric tears — in addition to budding interest in TikTok’s e-commerce marketplace. Happy Tears Zero Sugar, which drops on Random Acts of Kindness Day on Feb. 17, draws on joyful moments like a youngster receiving a university acceptance letter or a friend sending a positive text. The cola carries a “splash of salty minerals” to emulate the taste of tears, in keeping with a press release. 

Coke is taking a unique approach for this Creations offering, selling the sentimental soda on TikTok in the shape of “hype kits” that come with tissues to wipe away tears and other merchandise. The idea is to capitalize on the unboxing genre of social media content where creators unpack goods they receive piece by piece. Happy Tears Zero Sugar also stands out for its silvery packaging that encompasses a single iridescent teardrop rolling down from the rim of the can.  

Influencer partnerships and a TikTok effect promoting acts of kindness round out Coke’s efforts on the ByteDance-owned app that’s attempting to get its Shop platform to take off within the U.S., a tricky market to crack for social commerce. Happy Tears Zero Sugar might be available within the U.S. and U.K. only, differing from some past Creations. 

“It’s a rather more limited quantity … but it surely’s an important way for us to learn,” said Oana Vlad, global brand strategy lead for the Coke trademark and Creations, on the panel. “It’s meant to be slightly bit different for us and we’re really excited to learn from it.”

Creations, which has produced eight products since 2022, is a risk-taking enterprise, though one which has appeared to repay. Creations beverages, on average, engage young consumers about twice as much as mainline Coke initiatives, Vlad said. Over 75% of those consumers are new to the Coke trademark. 

“We are re-introducing the brand, in a way, to the following generation,” said Vlad.