As Zoomers continually redefine and reshape the world around them, from culture to their own identities, established brands have to keep up and evolve alongside them. This is particularly true for a brand with more than 100 years of history like Coca-Cola, as it seeks to reconnect with an audience that’s thirsty for change. That's why Coke decided to launch a new product specifically aimed at that audience.

We've created its branding and the whole launch campaign around the concept of transformation. By embracing it, not just in the product itself but also in how it was presented, Coca-Cola tapped into the zeitgeist to build more brand relevance in a competitive landscape.

The idea was to celebrate the transformative power of music through a new product and a new song. So together with Rosalía, we’ve co-created LLYLM, her new song, and Coca-Cola Move: the first transformation-flavored Coke, developed to evolve with every sip by combining the classic taste with other bold and delicate aromas.

But this was not just a collaboration: it was a co-creation in direct partnership with the artist. The result is a genuine connection not only between the artist’s fans and the brand, but also between the brand’s fans and the artist - especially through PR and earned media.

First, Rosalía dropped LLYLM on streaming platforms for worldwide critical and popular acclaim. Then, the collaboration was announced with a music video where the artist transforms into different versions of herself and presents the new Coke to the world. And although the exact formula is a well-protected secret, Rosalía's fans quickly started to make connections between the lyrics and the product’s taste, generating more organic PR through hundreds of reactions on social media.

“Rosalía’s new single is more than just a song, it’s also a new Coca-Cola” - Diario AS (USA)

It all started with the launch of LLYLM, Rosalía’s new song. After it topped many Spotify playlists and gained extensive media coverage from the likes of New York Times, NME, Pitchfork and Billboard, we announced the collaboration with a music video.

In the video, Rosalía transforms into different versions of herself - from the iconic Motomami to an anime Rosalía, from her mellowest to her badass-edgiest self. A celebration of transformation and all the versions of ourselves that coexist within us.

After the collaboration was announced, fans quickly started making connections between the song lyrics and the product. In the song, Rosalía sings in Spanish: “llevo coco con canela, perfumada…”. “Coco” means coconut, and “canela” means cinnamon. So although the exact formula is a secret, maybe the fans were onto something…

+852m earned media (in the first 2 weeks)

Product launched and sold out in 53 countries

#1 global Spotify debut (a branded song!)

All-time most watched content in Coca-Cola social channels

LLYLM became a staple in Rosalía's setlist (including in Coachella and Lollapalooza!)