BOTTLED EXPERIENCE

But what about for the older end of this generation that are in their early 20s? Well, it seems to be all about experiences. Though of course, aesthetics – read as, carefully curated work by top branding design agencies – are vital to this consumer, so is action; doing things, experiencing things. Coca-Cola’s solution has come in the form of its first release under its new Creations innovation department.

To put it in their own words, “Coca-Cola Creations will take the iconic Coca-Cola trademark and lend it to new expressions, driven by collaboration, creativity and cultural connections. Through limitededition, sequential releases, Coca-Cola Creations will introduce new products and experiences across physical and digital worlds”. Got that?

Or put much more succinctly by Oana Vlad, Senior Director for Global Brand Strategy: “We wanted to connect with and celebrate the experiences that bring joy to young people today.”

The first product launched is Starlight, “created with the vision that – in a world of infinite possibilities – somewhere in our universe, another kind of Coca-Cola, another way of connecting with each other might exist”. With a reddish hue, the flavour notes of the product are said to be reminiscent of stargazing around a campfire. And there’s a cooling sensation “that evokes the feeling of a cold journey to space”.

Looking Ahead

It's an interesting approach. Coca-Cola knows it has a different job on its hands to build brand loyalty across this infinitely more health-conscious generation, less likely to have routinely sipped sodas as a child, than any other. So it makes sense that it is stepping outside of itself and entering a more conceptual, experiential space. It doesn’t hurt that the ombre, night sky packaging sets it apart too. The Creations team promises further unexpected releases.

It’s abundantly clear that brands are having to move with not just a shift of generations, but a shift in the currency most brands use to attract consumers; aspiration. Is an aspirational lifestyle still about riches and shiny things? Well, some things will endure. But increasingly and especially to younger generations, wealth is about time, health and experiences. Expect more brands, through both their refocused pack design, to offer functional ingredients and more natural flavours, to target a generation unlike any other, both right now and in the future.