Coca-Cola is partnering with Rosalía for a new flavor. The new flavor “Move,” the exact taste of which is still unknown, is said to represent the idea of transformation—and is building buzz through Rosalía’s huge international fanbase. Like their other experimental, celeb-collab flavors, “Move” comes with a virtual experience: a QR code that “directs people to behind-the-scenes content, a playlist and a personality quiz that helps create a 3D avatar, among other things.” Rosalía will also be releasing a partnering new single and video promoting the mystery flavor. While the brand’s periodical limited-edition drinks are not necessarily meant to last, they create hype among young consumers. YPulse’s Future of Experience trend report data shows 44% of BIPOC Gen Z and Millennials who have purchased a limited edition item from a brand. (CNN)
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