Coca-Cola continues to explore the potential of the gaming industry with the release of a new limited-edition drink called “Cola-Cola Ultimate Zero Sugar,” which is dedicated to gamers and supposedly tastes like experience points (+XP).
Behind the release of “Coca-Cola Ultimate” is a partnership with Riot Games, the video game developer behind League of Legends.
The collaboration is an example of how Coca-Cola is attempting to innovate within the range of full-sugar soda beverages, primarily targeting a younger consumer demographic.
“This collaboration with Riot Games allows us to continue elevating the Coca-Cola Creations platform with a brand-new flavor that reinforces our shared mission to put fans and players at the forefront of everything we do,” said Oana Vlad, the senior director of global strategy at Coca-Cola.
The release of “Coca-Cola Ultimate” will also be tied to exciting virtual experiences within League of Legends. Gamers will have access to a series of missions where they can win limited-edition “Coca-Cola Ultimate” emotes.
Additionally, consumers can scan the QR codes on their “Ultimate” cans to access the Coca-Cola Creations Hub, where they will be able to play with the “Ultimate Emote Generator,” an Instagram filter that allows them to see themselves as League of Legends-style emotes.
“Coca-Cola Ultimate, our seventh Coca-Cola Creation, carries an astonishing design, unlocks the taste of +XP for players on their journey, and enhances their gameplay experience,” added Vlad.
Coca-Cola has previously released other abstract limited-edition flavors, including "Move" in collaboration with popstar Rosalía and “Byte,” inspired by pixels.
By testing the boundaries of Coca-Cola flavors, the brand is expanding its portfolio and enhancing the Coca-Cola experience in an attempt to broaden its customer base.
