As Coca-Cola seeks to draw in and retain consumers across its extensive beverage range, a key component of this strategy revolves around its Creations platform. Launched in 2022, the initiative not only offers unique, limited-time flavors but also enhances Coca-Cola’s image as a lifestyle brand through merchandise and virtual experiences. To date, Creations has rolled out 10 distinct beverages, including flavors inspired by dreams, space, and even tears, along with one developed using artificial intelligence. The platform has previously collaborated with artists such as Marshmello and Rosalía on various drinks.
Coca-Cola is now leveraging the immense popularity of K-pop among younger audiences with its latest Creations release. Coca-Cola K-Wave Zero Sugar is available in select markets globally, including the U.S., Spain, Singapore, and South Korea, with a frozen variant set to launch in certain locations. Unlike more conventional flavors like cherry or vanilla, the “fruity-flavored K-pop magic” is expected to spark conversations in schools and on social media, generating excitement around the beverage and potentially benefiting other products in Coca-Cola’s portfolio.
As brands like Coca-Cola increasingly rely on younger consumers for a more significant portion of their revenue, they must remain top of mind or risk losing this demographic to competitors. A consumer who enjoys Coca-Cola K-Wave Zero Sugar today might later gravitate towards Diet Coke, Sprite, BodyArmor, or Topo Chico as their preferences evolve.
Alongside this new limited-edition flavor, three K-pop groups—Stray Kids, ITZY, and NMIXX—along with J.Y. Park, the founder of JYP Entertainment, have crafted unique experiences for their dedicated fans. This collaboration includes a K-pop anthem, a music video, AI-driven experiences, and a live concert. “We are thrilled 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 globally,” said Oana Vlad, senior director for global strategy at Coca-Cola.
Vlad recently highlighted that Creations engages young consumers almost twice as effectively as other Coke trademark initiatives, with over 75% of participants being new to the Coca-Cola brand. “We are essentially reintroducing the brand to the next generation,” she remarked. Moreover, Coca-Cola is mindful of incorporating elements beneficial to health, such as calcium citrate, magnesium, and zinc, into some of its beverage formulations, aligning with the evolving tastes and wellness interests of younger consumers.