Coca-Cola Launches Limited-Edition Red Freestyle Cup at Universal Orlando Resort
Coca-Cola has debuted a bold new design for its Freestyle souvenir cup at Universal Orlando Resort, replacing the previous blue version with a striking red variant. The refreshed look not only aligns more closely with Coca-Cola’s core brand identity but also underscores ongoing innovation in beverage merchandising and theme park retail strategies.
The limited-edition red Coca-Cola Freestyle cup became available this week across multiple Universal Orlando locations, including Universal Studios Florida and Universal Islands of Adventure. While the graphics and color have changed, the functionality remains the same: guests can enjoy unlimited refills at Coca-Cola Freestyle machines throughout the park for a single-day fee, with options to reactivate the cup on subsequent visits.
The Freestyle cup’s updated aesthetic features the iconic Coca-Cola logo, dynamic white accents, and a modern, streamlined look designed to boost visual shelf appeal and guest engagement. The cup design complements the in-park Freestyle experience, which offers over 100 drink choices and leverages Coca-Cola’s proprietary micro-dosing and flavor customization technology.
This refresh signals broader industry trends around experiential branding and personalization in the out-of-home beverage sector. Customizable, tech-enabled products like Freestyle cups continue to resonate with theme park visitors seeking convenience and value, while driving brand interaction in high-footfall recreational environments.
Additionally, the move aligns with Coca-Cola’s focus on sustainability and reusability. The collectible nature of the souvenir cup encourages repeat use, reducing single-use plastic consumption and supporting long-term eco-conscious initiatives across partner venues like Universal Orlando Resort.
For FMCG professionals, the red cup launch exemplifies how strategic design updates and limited availability can maintain consumer excitement and differentiate the brand in seasonal or location-specific contexts. The partnership also highlights how CPG brand activations within entertainment venues can play a vital role in reinforcing consumer loyalty through immersive on-site experiences.