Coca-Cola, the globally recognized beverage company, and Riot Games, the renowned developer behind League of Legends, have teamed up to present their latest endeavor. Launching under Coca-Cola Creations, the “Coca-Cola Ultimate Zero Sugar,” is a novel limited-edition flavor, designed to elevate the gaming experience for fans worldwide.
This unique initiative embodies a noteworthy milestone as it signifies Coca-Cola’s first-ever collaboration with a gaming company to create a bespoke flavored beverage. The brand-new flavor, “+XP,” seeks to encapsulate and celebrate each player’s journey within the popular MOBA game.
David Mulhall, Riot Games’ head of business development and partnerships, conveyed his excitement, stating, “Coca-Cola shares many of the player-focused values we have at Riot, and we are honored to be the first gaming collaboration for Coca-Cola Creations.”
Alongside the flavor launch, interactive in-game and digital experiences are being rolled out, stimulating anticipation among global players. Gamers can unlock the limited-edition drink through a series of in-game missions. Upon successful completion, players earn ultimate emotes, available for unlocking from July 3 to July 18.
With each can of Coca-Cola Ultimate Zero Sugar, players can scan an embedded QR code, leading them to the Coca-Cola Creations Hub, the center for unique Coca-Cola digital experiences. An Instagram filter allowing players to view themselves in the League of Legends style is among the offers in the hub.
Coca-Cola Ultimate Zero Sugar’s packaging design echoes the identities of both Coca-Cola and Riot Games, featuring a black, gold, and blue Hextech glow. The product represents Coca-Cola’s seventh addition to its Coca-Cola Creations portfolio, symbolizing their shared commitment to put fans and players at the heart of their ventures.
This exciting news coincides with Coca-Cola’s recent promotion of Pratik Thakar to the role of global head of generative AI at its marketing transformation office, further elevating the company’s innovative direction.
The information provided is based on an article from marketing-interactive.com.
