Coca-Cola Takes Its Soda On A Spin With DJ Marshmello

Coca-Cola has another new flavor. This time, it got some help.

The latest product out of Coca-Cola Creations — Coke’s innovation platform, which brought us starlight and pixel-flavored sodas — is a collaboration with Marshmello, a masked DJ and electronic music producer.

If you think the artist worked with Coke to develop a marshmallow-flavored beverage, you’re wrong. Instead, the new flavor has notes of strawberry and watermelon, Marshmello’s favorites.

“For our third Coca-Cola Creations drop, we sought to add an unexpected remix of flavors to a great Coca-Cola taste,” said Oana Vlad, senior director of global strategy at the company, in a statement announcing the collaboration Wednesday.

“We created a vibey blend of my favorite flavors in this all-new mix,” Marshmello said in a statement. “I think it tastes amazing and I hope fans love it too.”

The new flavor, which also comes in a zero-sugar variety, will be available for purchase starting on July 11 in the United States for a limited time. It will be offered in other countries later this summer.

It’s vital for Coca-Cola (KO), which has discontinued beloved but outdated drinks like TabOdwalla and Honest Tea, to get young consumers excited about its core product, Coke. Coca-Cola Creations, which launches digital experiences along with the limited-edition flavors, is designed to help do that.

So far, the flavors have been … abstract.

Starlight was “inspired by space,” the company said in February, describing it as having “notes reminiscent of stargazing around a campfire, as well as a cooling sensation that evokes the feeling of a cold journey to space.”

Byte, the second flavor, “makes the intangible taste of the pixel tangible,” said Vlad when it launched in April.

Compared to space and pixels, strawberry and watermelon are perfectly mundane. And the idea of partnering with artists on products featuring their favorite flavors is not new, at least in the fast food world.

McDonald’s (MCD) has had success with its celebrity meals, versions of artists’ preferred orders that are available for a limited time. The burger chain has teamed up with Travis ScottBTS and Saweetie, among others. Burger King has followed with its own celebrity deals.

For Coca-Cola, this is the first time a beverage has been created with an artist, the company said.

Source: CNN

Aluminum shortage – Beer, soda makers struggle with aluminum can supply, plan to limit niche drinks

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A shortage of aluminum cans is crimping supplies of certain drinks, industry officials said.

“Aluminum cans are in very tight supply with so many people buying more multi-pack products to consume at home,” Coca-Cola spokesperson Ann Moore said Wednesday in an email.

Can manufacturers announced plans to build at least three factories within the next 18 months, but that won’t solve the immediate supply issues.

“The aluminum beverage can manufacturing industry has seen unprecedented demand for this environmentally friendly container prior to and especially during the COVID-19 pandemic,” the Aluminum Association, an industry group representing the metal’s manufacturers, said in a statement. “Many new beverages are coming to market in cans, and other long-standing can customers are moving away from plastic bottles due to ongoing environmental concerns around plastic pollution. Consumers also appear to be favoring the portability and storability of cans as they spend more time at home.”

Source: USA Today

Portland Trail Blazers’ Damian Lillard Announced as NBA 2K21 Cover Star for Current-Gen Systems

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NBA 2K21 will have three different cover athletes. Now we know Damian Lillard will be the first.

2K announced the Portland Trail Blazers star will serve as the cover athlete for current-gen systems in a press release Tuesday.

Lillard expressed gratitude for the cover spot:

“This is a special moment for me in my NBA career. I’ve been a fan of NBA 2K for years and love how they represent all aspects of basketball culture. I’m an avid 2K player so I’m honored to join the other NBA greats who have been on the cover. I’m grateful to all my fans and can’t wait for everyone to experience the game later this year.”

Source: Bleacher Report