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 innovative ways to mix, serve, and enjoy Coca-Cola products across various channels.
Key facts about Coca-Cola MIX:
- Coca-Cola MIX will be activated across on-trade, retail, digital, and social channels throughout 2026.
- The platform features an initial suite of serves developed with Coca-Cola Original Taste, Diet Coke, and Coca-Cola Zero Sugar.
- Giulia Cuccurullo and Pritesh Mody serve as ambassadors for the platform, contributing to its creative direction.
- Coca-Cola MIX will be present at significant cultural moments, including FIFA tournament activations and major music festivals.
Daniel Nemni, Marketing Director for Coca-Cola GB, emphasized that the platform gives a creative direction to how people mix and drink. He stated, “Coca-Cola has always been at the centre of how people mix and drink – Coca-Cola MIX gives that truth a platform, a creative direction, and a reason to keep growing.”
In addition to this launch, Fanta has introduced a limited edition Dark Cherry variant as part of its Wanta Fanta campaign. This new flavor combines apple and cherry flavors while featuring a character from the Diablo universe on-pack.
The Fanta campaign includes an on-pack gaming promotion in partnership with Xbox. Rob Yeomans from Coca-Cola Europacific Partners GB remarked that gaming is not just entertainment; it is a cultural force with massive reach across their core audiences. The campaign aims to drive sales during the crucial spring trading period.
Coca-Cola MIX is designed to create an ever-expanding foundation for mixing with Coca-Cola. The platform will introduce new serves for cultural partnerships and seasonal activations throughout the year.