[imagesource: Coca-Cola]

Coca-Cola has nowhere left to go but the abstract.

Capitalism shouted “progress at all costs” and Coca-Cola, already one of the most successful companies of all time, said “well, we’ve already made it”, to which capitalism replied, “more, always more”.

There’s no rest for the wicked, and now Coca-Cola is desperately battling to stay relevant in a world that says the only way forward is to come up with new things.

I know, that conversation is quite abstract, but then again, so is Coca-Cola’s new concept Coke under its “Creations” platform. The company released a series of symbolic sodas with flavours representing pixels (called Byte), space (called Starlight), and the latest, dreams.

The newest experimental, limited-time flavour is called Dreamworld, which the company says tastes like the “playfulness and brightness of dreams”:

According to a press release, per Eater, Dreamworld has bottled up the “technicolor tastes and surrealism of the subconscious with an invitation to savor the magic of everyday moments and dream with open eyes”:

Image: Coca-Cola

Finally, what we’ve all been waiting for, a drink that reflects the uncertain nature of reality:

Searching for any other details on what it might actually taste like sounds like having a conversation with someone who just did DMT and is really trying to sell you on the experience.

“Coca-Cola Dreamworld taps into Gen Z’s passion for the infinite potential of the mind by exploring what a dream tastes like,” said Alessandra Cascino, Coke’s creative and shopper program director.

Chase Abraham, Coke’s senior creative strategy manager, said that while previous Creations flavor, Starlight, “illuminated the idea of escapism and the infinite, out-of-this-world possibilities of space, Dreamworld flips this script by inviting fans to look inward at the infinite possibilities of the mind.”

Golly.

The name of the sodas might evoke whimsy, but in reality, the flavours are rather dull and described as “sickly sweet” in the reviews.

To make things more interesting, each Coca-Cola Creations flavour is launched along with a specialised online experience, and Dreamworld is no different, reports CNN:

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 (in the metaverse).

Besides spicing things up with the fantastical, it looks like big brands are also taking advantage of people’s desire for experiences over things.

But be careful, you might want to differentiate between an experience that lasts a couple of minutes versus one that can provide meaningful memories and value for a lifetime.

Just saying.

Anyway, it seems you can purchase Dreamworld in the US and Canada from August 15.

[sources:cnn&eater]