Coca-Cola today has launched Coca-Cola MIX, a new platform repositioning Coca-Cola as a mixing ingredient.
The platform is launched in collaboration with drinks presenter Pritesh Mody and Artesian’s Giulia Cuccurullo.
Spanning hospitality, retail, cultural events, digital and social, Coca-Cola MIX is designed to reach people wherever they drink: at home, in bars, and everywhere in between.
The initial serves developed in collaboration with Mody and Cuccurullo span “three levels of complexity developed across Coca-Cola Original Taste, Diet Coke and Coca-Cola Zero Sugar, each with an alcohol free variant”.
Coca-Cola MIX will be activated across the on trade, retail, digital and social channels throughout 2026, with seasonal serves and new content introduced regularly across the year.
Beyond the bar and the shelf, the platform will show up at some of the world’s most significant cultural moments, including FIFA tournament activations and major music festivals.
The platform will also be present at BCB London in May, giving the drinks trade an early opportunity to experience it firsthand, with Giulia and Pritesh behind the bar.
Daniel Nemni, marketing director, Coca-Cola GB, said: “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.
“We are proud to have built something that is as relevant behind the bar as it is at home.”