Coca-Cola Ultimate Without Sugar relies on the launch of digital experiences within the League of Legends game
Coca-Cola announced the launch of the new flavor of Coca-Cola Creations, made in partnership with Riot Games.
The flavor titled Coca-Cola Ultimate Without Sugar was designed to allow fans and players the opportunity to experience the “Taste of Experience Points (+XP)” and to celebrate each gamer’s journey.
Alongside the product, the collab also launched digital experiences within the League of Legends game. Players will be transported to the Coca-Cola Creations Hub, setting for the Coca-Cola Creations digital experiences, by scanning the QR code on a bottle or can of the new beverage.
“We look forward to gamers experiencing the new taste of +XP, a unique custom flavor developed with Coca-Cola, a brand recognized around the world and loved by millions. The brand shares many of the multifocal values of gamers across the world. Riot and we are honored to be Coca-Cola Creations’ first game collaboration,” said David Mulhall, Business Lead and Partnership Development at Riot Games.
Starting today, League of Legends players can unlock limited-edition Ultimate emotes in-game through a series of quests. The first of them was released on June 7th and the others will be activated as the player advances in the game. Ultimate emotes will be available to access until July 18 at 11:59 pm.
“By partnering with Riot Games, we are able to further enhance the Coca-Cola Creations platform with a new flavor that reinforces our shared mission of putting fans and gamers at the forefront of everything we do. Coca-Cola Ultimate, our fourth created by Coca-Cola Creations, has an amazing design, unlocks the taste of +XP for players during the game and elevates the gaming experience”, said Oana Vlad, senior director of global strategy at The Coca-Cola Company.
Coca-Cola Ultimate Without Sugar is available on June 20th on online platforms and arrives in store shelves from July. The product can be found in selected markets around the world, such as Latin America, United States, Canada, China, South Korea and Africa.
