Coca-Cola MIX aims to redefine mixology and cocktail culture

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Coca-Cola MIX aims to redefine mixology and cocktail culture

Coca-Cola has launched Coca-Cola MIX, a new platform aimed at redefining how consumers mix and enjoy its products. The initiative seeks to establish Coca-Cola as a foundational ingredient in contemporary drinking culture, connecting bartender creativity with real drinking experiences.

The Coca-Cola MIX platform will be activated across multiple channels including on-trade, retail, digital, and social platforms through 2026. This extensive reach allows the brand to inspire innovative ways to mix, serve, and enjoy its beverages.

Key features of Coca-Cola MIX:

  • The platform will feature an initial suite of serves developed from Coca-Cola Original Taste, Diet Coke, and Coca-Cola Zero Sugar.
  • Giulia Cuccurullo and Pritesh Mody have been appointed as ambassadors for the initiative, contributing to its creative direction.
  • Coca-Cola MIX will be present at significant cultural moments such as FIFA tournament activations and major music festivals throughout the year.

Daniel Nemni, Marketing Director at Coca-Cola GB, emphasized that “Coca-Cola has always been at the centre of how people mix and drink – Coca-Cola MIX gives that truth a platform, a creative direction, and a reason to keep growing.” This indicates a strong commitment from the brand to evolve with consumer trends.

Additionally, Fanta has launched a new limited edition Dark Cherry variant as part of its Wanta Fanta campaign. This variant combines apple and cherry flavors and features characters from the Diablo universe on-pack. The campaign includes an on-pack gaming promotion in partnership with Xbox, celebrating its 25th anniversary.

Highlights of the Fanta campaign:

  • The Fanta Dark Cherry cans are available in 330ml sizes.
  • Multipacks contain 8 cans each.
  • The campaign aims to drive sales during the crucial spring trading period.

Rob Yeomans from Coca-Cola Europacific Partners GB noted that “Gaming isn’t just entertainment; it’s a cultural force with massive reach across our core audiences.” This reflects the integration of gaming into broader marketing strategies within beverage brands.

Coca-Cola MIX is designed not just as a product launch but as an evolving foundation for mixing with Coca-Cola. It promises new serves for cultural partnerships and seasonal activations throughout the year, ensuring that Coca-Cola remains relevant in modern drink culture.