Coca-Cola's latest experimental, limited-time flavor is here. It's called ... wait for it ... Dreamworld. And it tastes like ... dreams?
"We wanted to create a dream-inspired drink that was recognizably Coca-Cola but with additional cues that bring to life the playfulness and brightness of dreams," a company spokesperson said in an email about the product.
"We took inspiration from the technicolor world of dreams, adding a dash of vibrant flavors to our great Coca-Cola taste," the spokesperson added.
"Dreamworld" is the fourth drink to come out of Coca-Cola Creations, Coke's new innovation platform that focuses on limited-time items with a digital component. Creations is a way for Coca-Cola to shine a spotlight on its core product, while trying to bring gamers and younger audiences into the fold.
A few years ago, Coca-Cola cut its portfolio in half, ditching beloved products like Tab. With fewer products, it's become even more important for the company to drum up interest in Coke. But sales of regular sodas are waning across all soft drink companies, so Coke has to be creative.
Products like "Dreamworld," which advertise a concept rather than a flavor, are a way to spark conversation around Coca-Cola.
Before Dreamworld, Creations rolled out Starlight (space-flavored) and Byte (pixel-flavored). The third item, which launched earlier this summer, had a more traditional strawberry and watermelon flavor. While it didn't have a mysterious-sounding flavor, it was developed in collaboration with Marshmello, a Grammy-nominated DJ and electronic music producer, and marked the first time the beverage company created a drink with an artist.
Each Coca-Cola Creations flavor is launched along with a specialized online experience, and Dreamworld is no exception.
Dreamworld cans and bottles come with QR codes that provide access to a virtual, augmented-reality "music experience," where people can listen to music from a DJ avatar and play games. Customers can also get digital Dreamworld-inspired outfits for their avatars to wear online.
People who want to try Dreamworld can buy it in the United States and Canada starting on August 15, for a limited time. The product will be available in regular and zero-sugar varieties.
10 nutrition myths debunked
1. Eating healthy is too expensive.
2. Everyone should follow a gluten-free diet.
3. Use unrefined sugars, such as honey, maple syrup or coconut sugar in place of white table sugar.
4. Full-fat products equal weight gain.
5. Avoid carbs if you want to lose weight.
6. A detox diet will clean toxins out of the body.
7. You shouldn't eat anything after 7 p.m.
8. Certain foods, such as grapefruit, cayenne pepper or vinegar, can burn fat.
9. The best way to decrease your sodium intake is to stop using the salt shaker.
10. Low-fat or fat-free products are healthier choices.
The powerful storm, which will be one of the costliest hurricanes ever to hit the U.S., has terrorized people for much of the week. Plus, our weather podcast's experts explain why hurricane season is taking off.
More than 300 were taken to hospitals after fights broke out. In the U.S., hurricane experts question whether islanders should even try to rebuild as storms get stronger and deadlier each year. See the latest photos in our news roundup.