Byte is the first Coca-Cola Creations flavor to land in Latin America
Coca-Cola Creations has announced the launch of Coca-Cola Byte, the company’s first flavor born in the metaverse.
Byte is the first Coca-Cola Creations flavor to land in Latin America and the second global Starlight flavor, launched in February 2022.
The new flavor was inspired by the creativity of the global gaming community and a sample of Coca-Cola Byte had already appeared on a new island created in Fortnite in collaboration with PWR.
“Just as pixels enable digital connection, Coca-Cola Byte allows people to come together to share moments when Magic Happens,” said Oana Vlad, Senior Director of Global Strategy at The Coca-Cola Company.
Coca-Cola Byte will feature a marketing campaign that includes Pixel Point, a Fortnite-created island designed by Coca-Cola and PWR. Upon entering, players will discover the Coca-Cola Byte in the metaverse and will be able to interact with other players in a series of four sense-inspired mini-games: The Castle, The Escape, The Race and The Tower.
“This new flavor from Coca-Cola Creations is a nod to gamers by one of the most iconic brands. We are very proud to have helped create something special that unites our communities around its launch,” said Lachlan Power, professional gamer and founder of the PWR organization.
In addition to the island created in Fortnite, Coca-Cola is also releasing an augmented reality (AR) game that can be accessed by scanning a Coca-Cola Byte can on site.
The game tells the story of Byte, an 8-bit pixel left behind when Coca-Cola Byte entered the metaverse. Experience design and production were created by Virtue (the VICE-branded agency) and Tool.
For Latin America, the brand has partnered with Women in Gamex, a community that seeks to foster, promote, make visible and raise awareness of the role of women in the video game industry in Latin America.
The drink will be available to buy starting this week in Mexico, Brazil and Argentina, Paraguay on April 11, Colombia on April 18 and Chile on April 25, followed by the United States on May 2 and the China on May 23.
