Singapore – Global beverage company Coca-Cola has joined forces with ‘League of Legends’ game developer Riot Games to release ‘Ultimate Zero Sugar +XP’, a limited edition soda flavour catered to gamers – especially players of League of Legends.
This collaboration between Coca-Cola and Riot Games marks the first time that Coca-Cola has partnered with a gaming company to create and release an all-new flavour, bringing both industries together to produce a soda aimed to give players a beverage to suit their tastes.
Accompanying the product’s release, in-game and digital experiences will bring the interactive experiences of the Coca-Cola Ultimate Zero Sugar collaboration to players across the globe. In-game, players can log in to League of Legends and unlock a set of limited edition ‘Ultimate’ emotes by completing a set of missions.
Outside of in-game interactions, players and fans can scan a QR Code on the can to be transported to the Coca-Cola Creations Hub wherein they can access an Instagram filter allowing players to view themselves in the style of League of Legends emotes for social sharing.
Talking about the collaboration, David Mulhall, head of business development and partnerships at Riot Games said, “We’re excited for players to taste the new +XP flavour, a unique and bespoke collaboration with Coca-Cola, a globally recognized brand loved by millions. Coca-Cola shares many of the player-focused values we have at Riot, and we are honoured to be the first gaming collaboration for Coca-Cola Creations.”
Rina Surya, frontline marketing director at Coca-Cola ASEAN & South Pacific commented, “Partnering with Riot Games enables us to enhance the Coca-Cola Creations experience by introducing a fresh flavour that represents our shared commitment to putting fans and players at the forefront of everything we do.
The product showcases a striking packaging design, with shades of black and various shades of gold. The Coca-Cola Creations logo is also complemented by a bespoke ‘Ultimate’ crest and energized with a magical blue Hextech glow, a reference to a type of magic found in the game. Moreover, the design also showcases a unique expression of the recognizable Coca-Cola font, inspired by the Nexus Crystals in League of Legends.
