Coca-Cola x Rosalía
Taste the Transformation
A Coca-Cola that celebrates all the versions of ourselves.
Insight
Generation Z thrives in constant change and evolution, reimagining and reshaping everything from culture to themselves.
Coca-Cola partnered with one of this generation’s icons, the multi-faceted and genre-defying Rosalía, to create its newest flavour that celebrates transformation and the many versions of ourselves.
Idea
A co-creation to show the world the transformative and moving power of music.
Everything was developed in direct partnership with the artist, from the concept to craft, from the flavour to a new hit single.
Coca-Cola Move combines the classic taste with bold and delicate flavours, celebrating the different faces of transformation. This concept is reflected throughout, including in a music video where Rosalía discovers and celebrates different versions of herself.
Meet a new you.
In the Metaversions experience, the audience is invited to unlock different versions of themselves. Through a fun and sensory-stimulating experience, you can unearth a digital avatar that reflects your personality.
Personalised nuances.
The visual identity taps into Rosalía’s handwriting, putting a unique touch on the artist’s personality across every execution.
Impact
A deeper transformation.
Coca-Cola is promoting an auction featuring exclusive memorabilia from Rosalía, including her butterfly helmet from the music video and her iconic 2022 Motomami World Tour costume. Proceeds will be donated to the Fundación Antonio Gala para Jóvenes Creadores, a Spanish non-profit foundation that aims to transform the lives of young creatives.
