Coca-Cola has launched a limited-edition Coca-Cola Starshine in Singapore, a product it says was inspired by outer space with the help of America’s National Aeronautics and Space Administration (Nasa).
According to Coca Cola, Singapore, Thailand and Malaysia are the first markets internationally to produce the flavoured Coke drink, which has zero sugar. Other markets will follow.
Inspired by the event that Coca-Cola went to space more than 30 years ago, Coca-Cola Starshine is created with “the vision of connecting the universe together, in a world of infinite possibilities”.
Coca-Cola developed a can for Nasa in 1985 that would work in weightlessness to keep the cola fizzy without spewing out of the can. It was subsequently trialled – along with another product from rival Pepsi – on a space Shuttle, but neither drink found its way onto astronauts’ in-flight menus.
“Coca-Cola Starshine takes on the partnership between Coca-Cola and Nasa 35 years ago when the brand became one of the first drinks to travel to space,” said Teejae Sonza, Coca-Cola Group marketing director for Coca-Cola Asean & South Pacific.
“As we head towards a more exciting future for Coca-Cola, we saw it fitting to also reflect and look at our past. One of the things that stood out for us was how we continue to see the same passion and awe for space and the infinite possibilities that lie in it from today’s generation. We strived to capture that mystery and essence of space over the simple pleasure of drinking an ice-cold can of Coca-Cola Starshine.”
The packaging features a multi-dimensional light-filled star field and will be promoted by a digital marketing campaign with the global pop star, Ava Max. The campaign will be presented via augmented reality (AR) “Concert on a Coca-Cola”. Customers can get access to it by scanning a Coca-Cola Starshine can or bottle, or through Coca Cola website.
The Coca Cola space-inspired drink is available in zero sugar variant for a limited time in 7-Eleven, e-commerce sites Shopee, Lazada, Amazon, Pandamart, FairPrice, and selected grocery stores across Singapore.
In addition, Coca Cola said it will introduce further limited-edition products under its Coca-Cola Creations branding and offer customers experiences across the physical and digital worlds.
