What is the new limited edition drink created by Marshmello – Up Jobs News

The virtual universe intermingles more and more with the real one. An example of this is the existence of metaversea term that describes a alternate world which can be accessed through technology and interact with all its elements; Just like in physical reality.

Although it usually refers to the video game sector, the music and flavors can also be part. That is why Cokethrough your line Creationsthrew a new limited edition drink in collaboration with the American DJ and producer marshmello.

It is the first product co-created with an artist; in this case, one of the most listened to worldwide: it has nearly 40 million monthly listeners on Spotify and it is the third with more subscriptions on Youtube. Also, the flavors were chosen by him: strawberry and watermelon fused with traditional Coca-Cola.

One of the peculiarities of the canwhich features black and white designs in homage to Marshmello, includes a QR code that transports those who scan it to the Coca-Cola Creations headquarters. There, a system artificial intelligence transforms their emotions as they listen to the DJ’s latest song into a custom piece of digital art.

The colaboration required several months of meetings remotely and in person. As a soda fan CherryCoke -cherry flavor-, the nominee for the 2022 Grammy Awards spent two days with his director at the company’s headquarters planning everything from flavor options to product aesthetics.

Before it was known in the real world, the new drink had its debut on July 9 this year with an immersive action in the marshmello twitch channelwith which the fans could know the novelty and exclusive access to metamerch designed by Zepeto software.

“From the beginning we wanted it to be a collaborative process that came to life, everyone rolled up their sleeves and had a lot of fun. Marshmello is known as a fan connector, so our values ​​are aligned”, explained Oana Vlad, director senior of Global Strategy at The Coca-Cola Company.

This is not the first time that the company has established itself as frequent participant of the metaversebut is a continuation of the legacy of Coca-Cola Byte; this drink “Pixel flavored” and limited edition accompanied the launch of a augmented reality experience at Pixel Point, a company-created Fortnite island next to gamer Y youtuber Australian Lachlan Power.

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