Coca-Cola Launches Global Innovation Platform, Product
Coca-Cola has unveiled its new global innovation platform, Coca-Cola Creations, along with its first limited-edition product, Coca-Cola Starlight.
Through limited-edition, sequential releases, Coca-Cola Creations will introduce products and experiences across physical and digital worlds. Coca-Cola Creations was developed under the Real Magic brand platform, which was revealed in late 2021.
“For over a century, Coca-Cola has maintained its iconic status around the world as a symbol of optimism that has refreshed generations,” said Oana Vlad, senior director, global brand strategy. “When we launched Real Magic, we wanted to connect with and celebrate the experiences that bring joy to young people today, and that has taken us to an exciting new territory.”
The first product to launch under Coca-Cola Creations is Coca-Cola Starlight, which the company said was “created with the vision that – in a world of infinite possibilities – somewhere in our universe, another kind of Coca-Cola, another way of connecting with each other might exist.”
Coca-Cola Starlight combines Coca-Cola taste with a dash of the unexpected, including a reddish hue. “Its taste includes additional notes reminiscent of stargazing around a campfire, as well as a cooling sensation that evokes the feeling of a cold journey to space,” the company said.
“Thirty-five years ago, Coca-Cola partnered with NASA to become one of the first soft-drinks to travel to space,” Vlad said. “That same passion for space still exists today. With Coca-Cola Starlight, we wanted to celebrate the remarkable ability of space exploration to inspire generations to discover new worlds of infinite possibilities. We set out to bring that concept to life through a simple sip, capturing some of the mystery and essence of what we love about space.”
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Coca-Cola Starlight packaging design features a multi-dimensional, light-filled star field and will be supported by a digital-first marketing campaign, including a partnership with global pop star Ava Max. The campaign is led by an augmented reality “Concert on a Coca-Cola” experience that can be accessed here and by scanning a Coca-Cola Starlight can or bottle.
Surrounded by red liquid and gradient lighting, Max will perform her hits, “Kings & Queens,” “Sweet But Psycho” and “EveryTime I Cry” as part of an AR-holographic private concert using the can as an anti-gravity, translucent space station. The experience design and production was created by Virtue (the agency powered by VICE) and Tool. Coca-Cola partnered with Forpeople on the packaging design.
Coca-Cola Starlight is available for a limited time beginning Feb. 21 across North America and in select countries globally in the coming months in zero-sugar only.
Later this year, Coca-Cola will introduce additional limited-edition Coca-Cola Creations featuring unique innovations and unexpected collaborations.
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American Seafoods Appoints Gustafsson as CEO, Andreassen as COO
Seattle-based American Seafoods Group, a global leader in sustainable protein and one of the world’s largest at-sea processor of wild Alaska pollock and Pacific hake, announced the appointment of Einar Gustafsson to chief executive officer, effective upon completion of his transition. Gustafsson will succeed Mikel Durham, who stepped down.
As part of the senior leadership transition, Inge Andreassen, president of the American Seafoods Company harvesting subsidiary and with 30 years of leadership at American Seafoods, was elevated to chief operating officer. Andreassen will continue as president at American Seafoods Company and also serve as acting CEO until Gustafsson’s appointment is effective.
Gustafsson comes to American Seafoods as a seasoned leader and operator, most recently serving as CEO, Americas and Europe for Gong Cha, one of the most recognized bubble tea brands around the world. Gustafsson was responsible for scaling the brand’s presence in the Americas and support its European expansion. Prior to that,
Gustafsson was managing director at Bakkavor Asia, where for 15 years he led all aspects of the $2 billion fresh prepared food group’s entry into the Asian markets. Gustafsson was VP and general manager at American Pride Seafoods (a former division of American Seafoods) and president and CEO of Atlantic Coast Fisheries Corporation.
Born in Iceland, Gustafsson moved with his family to Connecticut at the age of 13 and went on to earn a BS in business administration from the University of Southern California. He began his career as a consultant at Deloitte Consulting within the Braxton Associates strategy division. While at Deloitte, Gustafsson was named a Deloitte Scholar and graduated with an MBA from Columbia Business School, which was sponsored by the Deloitte program.
Residing in Seattle, Andreassen joined American Seafoods in 1992 and has served as president of since 2005.
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Kraft Heinz to Appoint Patricio as Chair, Park to Board
The Kraft Heinz Company announced that the Board of Directors intends to appoint Chief Executive Officer Miguel Patricio as chair, subject to his re-election at the Kraft Heinz 2022 Annual Meeting of Stockholders. Chair of the Board of Directors Alexandre Behring will retire following the end of his term.
The Company also announced that the Board of Directors has nominated James Park of Fitbit at Google to stand for election at the Kraft Heinz 2022 Annual Meeting.
Park, 45, is a technology entrepreneur who co-founded Fitbit, Inc., a connected health and fitness company that was acquired by Google in January 2021. Park is vice president and general manager, Fitbit at Google. He previously served as CEO and president, and member of the board of directors of Fitbit since 2007, and as chairman of the board of directors from 2015, until its acquisition. He is a leader in the technology industry with a strong track record of ideating and operating successful technology companies.
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