But behind all the Coca-Cola Creations music, fashion and futurism is a flavor looking for friends among people who ordinarily wouldn’t drink Coca-Cola. Back in December, the brand noted that 65% of those who engaged with Coca-Cola Creations promotions, partners and products hadn’t dealt with Coca-Cola as a brand before.
The brand based 80% to 85% of each Creations formula on Coca-Cola or Coca-Cola Zero Sugar. For the first flavor it produced this year, the TikTok-based Salty Tears launched in the U.S. and Great Britain, Coca-Cola disclosed only that the variety would be a bit saltier than usual. With K-Wave—which is available in 36 countries—Coca-Cola considers it “fruity fantasy flavored,” but its profile skews more toward berry candies than Cherry Coke Zero Sugar.
“With this one, a lot of conversation and inspiration came from our scientists immersing themselves in culture, in aromas and spices and foods, listening to K-pop together, and also hearing in parallel the music that was being developed,” Vlad said. “If you actually listen to the song, and also taste the product and see the design, you see that there’s a general vibrancy that goes across everything.”
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