ATLANTA, May 8, 2023–World of Coca‑Cola is celebrating National Have a Coke Day in a big way, with the official opening of the attraction’s new Scent Discovery exhibit to visitors today, May 8. The interactive experience encourages guests to follow their nose to discover unexpected destinations, recall familiar memories and uncover new flavor journeys. As a tribute to Coca‑Cola founder Asa Candler who identified the original secret formula ingredients by smell, the exhibit will also explore the connection between scent, taste and memory. Scent Discovery is the beginning of new and reimagined exhibits aimed at making the attraction more immersive.

"We know that scent is a powerful trigger for memory and emotion," said Michelle Moorehead, Vice President, Global Licensing, Retail and Attractions for The Coca‑Cola Company. "World of Coca‑Cola’s Scent Discovery offers guests the opportunity to experience the attraction – and the world – in an entirely new way, to create new scent-based memories, while infusing fresh insight into existing memories and emotions."

Inside the exhibit, visitors can embark on a journey that engages all five senses, each in a different way. The journey begins in the Scent Library where visitors can learn about new scent categories through more than 20 exotic aroma profiles from around the world. From there, guests are invited to step inside a Coca‑Cola bottle. The multi-sensory experience makes an ideal photo opportunity beneath the carbonation bubbles. In the Scentscapes room, visitors can unlock new visual landscapes by identifying distinct scents in a competitive game of guessing. Guests will learn how scent is connected to memories, and it can transport them somewhere special. Finally, the journey will lead guests to Taste It!, where they can sample beverages from around the world using their new favorite scent profiles from the exhibit.

The sleek and modern finishes of the exhibit are a departure from World of Coca‑Cola’s traditional exhibit design, creating a contemporary experience that is interactive and engaging for people of all ages. While the design is contemporary, the story behind the new experience is tied to The Coca‑Cola Company’s history. According to legend, originally no formula or instructions for making Coca‑Cola were written down. Through the power of scent, Candler identified the unlabeled ingredients only by sight, smell and location on the shelf. The new exhibit brings history full circle, as World of Coca‑Cola is home to the vault where the secret formula is secured.

This exhibit replaces the original Scent Discovery that debuted in October of 2020. Admission to the Scent Discovery exhibit is included in all World of Coca‑Cola general admission tickets. For more information and to purchase tickets, please visit worldofcoca-cola.com.