If you think the artist worked with Coca-Cola to create a marshmallow flavored drink, you’re wrong. Instead, the new fragrance features notes of strawberry and watermelon favored by Marshmello.
“For our third edition of Coca-Cola Creations, we aimed to add an unexpected remix of flavors to the great taste of Coca-Cola,” said Oana Vlad, the company’s senior director of global strategy, in a statement announcing the collaboration on Wednesday.
“We’ve created a vibrant blend of my favorite flavors in this brand new blend,” Marshmello said in a statement. “I think it tastes amazing and I hope the fans enjoy it too.”
The new flavor, which is also available in a sugar-free range, will be available for purchase starting July 11 in the US for a limited time. It will be offered in other countries later this summer.
So far, fragrances have been… abstract.
The Starlight was “space-inspired,” the company said in February, describing it as having “notes that are reminiscent of stargazing around a campfire, as well as a cooling sensation that evokes the feeling of a cold trip into space.”
Byte, the second option, “makes the intangible taste of the pixel feel tangible,” Vlad said when it launched in April.
Compared to space and pixels, strawberries and watermelons are completely mundane. And the idea of partnering with food artists with their favorite flavors is not new, at least in the world of fast food.
According to the company, this is the first time for Coca-Cola to create a drink with an artist.
The new flavor is being fully digitally processed by Coca-Cola Creations.
On July 9th, ahead of launch, it will appear on the Marshmello Twitch channel. And from July 25, those who get their hands on the jar will be able to scan the QR code on the package to get to the Coca-Cola Creation website. According to the company, “AI technology will transform their emotions while listening to the latest Marshmello track into a personalized piece of digital art.”