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Coca-Cola is releasing a new limited-edition flavor, Move, beginning February 20 in the US and Canada in collaboration with Grammy-award winning singer Rosalía.
Move comes in full-sugar and zero-sugar variants and will cost as much as a regular Coke but doesn’t have a traditional flavor and is supposed to represent a mood or idea, in this case, transformation.
According to Coca-Cola CEO James Quincey, while Move is not a variant that will last forever, the drink is more engaging and interesting than a flavor, such as Coke with vanilla.
He added that they’re testing boundaries in engaging with consumers.
As part of the partnership, Rosalía is releasing a new single and video to go with Coca-Cola Move.
The Spanish musician has won critical acclaim internationally, and went on her first world tour in 2022.
