Coca-Cola has launched Coca-Cola MIX, a new platform designed to reposition cola as a foundational mixing ingredient in contemporary drinking culture. The initiative aims to inspire fresh ways to mix, serve, and enjoy Coca-Cola products across various channels.
Key features of Coca-Cola MIX:
- The platform will activate across on-trade, retail, digital, and social channels throughout 2026.
- An initial suite of serves will be developed using Coca-Cola Original Taste, Diet Coke, and Coca-Cola Zero Sugar.
- Giulia Cuccurullo and Pritesh Mody will serve as ambassadors for Coca-Cola MIX, guiding its creative direction.
- Coca-Cola MIX will feature prominently at significant cultural moments, including FIFA tournament activations and major music festivals.
Daniel Nemni, Marketing Director at Coca-Cola GB, stated that Coca-Cola has always been central to how people mix and drink. He emphasized that Coca-Cola MIX provides a platform for this truth, offering creative direction and opportunities for growth.
Additionally, Fanta has introduced a new limited edition Dark Cherry variant as part of its Wanta Fanta campaign. This variant combines apple and cherry flavors and features a character from the Diablo universe on its packaging. The campaign also includes an on-pack gaming promotion in partnership with Xbox, celebrating the 25th anniversary of the gaming platform.
The Fanta campaign aims to drive sales during the crucial spring trading period. Rob Yeomans, vice president for commercial development at Coca-Cola Europacific Partners GB, noted that gaming is not only entertainment but also a cultural force with significant reach among core audiences.
Coca-Cola MIX is designed to create a living foundation for mixing with Coca-Cola. It will introduce new serves for cultural partnerships and seasonal activations throughout the year.
