Coca-Cola says its new soda tastes like dreams.
Drinkers will be invited to “dream with open eyes” with Coca-Cola Dreamworld, a soda intended to capture “technicolor tastes and surrealism of the subconscious.”
“This dream-inspired product brings to life the playfulness and brightness of dreams — with each sip, the line between fantasy and reality blurs, and fans will be able to unlock new tastes, emotions, and adventures,” a Coca-Cola spokesperson told NBC News.
Since the debut of Coca-Cola Starlight in February, Coca-Cola Creations has been releasing limited-edition flavors, including Dreamworld, the fourth and final one.
The company has since released Coca-Cola Byte and Marshmello’s Limited Edition Coca-Cola, its first collaboration drink.
It’s unclear from the labeling what Dreamworld tastes like since it’s based on a concept, not a food. And, it seems, that’s exactly what Coca-Cola intends.
According to Alessandra Cascino, head of the Coca-Cola North America Operating Unit’s creative and shopper program, the soda is marketed toward “Gen Z’s passion for the infinite potential of the mind.”
“Like the Coca-Cola Creations that came before it, Dreamworld plays with the unexpected and will no doubt provoke discovery and debate among consumers … which we welcome,” Cascino continued.
However, the abstract flavor profile of Dreamworld is not exclusive to the Creations line-up. While Starlight’s flavor was promoted as a taste of space and Byte’s flavor was reportedly gaming-inspired and referred to as “the first-ever Coca-Cola flavor born in the metaverse,” the flavor of the Marshmello and Coke beverage was described as a combination of strawberry and watermelon.
Many have tried to pinpoint the exact flavors of these sodas, despite their conceptual descriptions. A BuzzFeed reporter compared Byte to “a bit like a Cherry Coke but much lighter,” while a Food Network writer compared Starlight to “minty cotton candy sprinkled with vanilla.”
Additionally, the Creations series features a variety of multimedia elements, such as the launch of Starlight, which came with an augmented reality concert from Ava Max, and the release of Byte, which came with a series of multiplayer mini-games designed in Fortnite Creative.
Like Tomorrowland, Dreamworld has “an exclusive Dreamworld-inspired digital fashion collection for the metaverse” and an augmented reality music experience.
According to Devin Peterson, a professor of food science and technology at Ohio State University, more flavors meant to evoke emotional responses could emerge in the food industry as the scientific community continues to identify correlations between aroma and emotion.
“I think that in general, more authentic, more natural, more realistic flavors are certainly part of what I see as the future,” Peterson said. “But, I think what I would also say is more creativity, or more diversity, in experiences is certainly part of what I think the consumer seeks. And in that regard, I see this being part of the trend.”
Coca-Cola’s “Dreamworld” Flavor will be available for purchase starting August 15.
