Coca-Cola MIX: Redefining Mixology with Coca-Cola

Coca-Cola has launched a new initiative called Coca-Cola MIX, aiming to transform how consumers experience its products. This platform seeks to reposition cola as a foundational ingredient in contemporary drinking culture, emphasizing its potential in mixology.

With the goal of inspiring creativity among bartenders and consumers alike, Coca-Cola MIX will be activated across various channels including on-trade, retail, digital, and social media throughout 2026. The initiative will feature a suite of serves developed around Coca-Cola Original Taste, Diet Coke, and Coca-Cola Zero Sugar.

Key aspects of Coca-Cola MIX:

• The platform connects bartender creativity with real drinking culture.
• It will be present at significant cultural events such as FIFA tournaments and major music festivals.
• Giulia Cuccurullo and Pritesh Mody serve as ambassadors, contributing to its creative direction.

Daniel Nemni, Marketing Director for Coca-Cola GB, stated, “Coca-Cola has always been at the center of how people mix and drink – Coca-Cola MIX gives that truth a platform, a creative direction, and a reason to keep growing.” This reflects a strategic pivot towards engaging younger audiences who value unique drinking experiences.

Meanwhile, Fanta has also made headlines with its new limited edition Dark Cherry variant. This flavor combines apple and cherry notes while featuring a character from the Diablo universe on-pack. As part of its Wanta Fanta campaign, this launch includes an on-pack gaming promotion in partnership with Xbox—celebrating the 25th anniversary of the gaming giant.

Fanta’s campaign highlights:

• The Dark Cherry variant is available in 330ml cans.
• Each multipack contains 8 cans aimed at driving sales during the spring trading period.
• The campaign targets gamers and young audiences through interactive promotions.

Rob Yeomans, vice president for commercial development at Coca-Cola Europacific Partners GB, emphasized that “Gaming isn’t just entertainment; it’s a cultural force with massive reach across our core audiences.” This synergy between gaming and beverage culture illustrates how brands are adapting to engage modern consumers effectively.