Coca-Cola has developed a special version of Coke in partnership with Riot Games and League of Legends. The drink has been called Coca-Cola Ultimate Zero Sugar and will be available in the United States, Canada, China, South Korea, Latin America and Africa. There’s also a sugar version set to launch in the United States, Canada and Mexico.
According to Coca-Cola, the new drink, which has been inspired by the popular MOBA game League of Legends, will give fans and players the taste of experience points. It has been designed to celebrate “every player’s journey” be it as their first time on the Rift or winning a tournament in the Finals stage at the Worlds in pursuit of the Summoner’s Cup.
The partnership stems beyond just a can of cold drink. The Coca-Cola Ultimate Zero Sugar campaign also includes a series of missions players can undertake to reward them with limited edition “Ultimate” emotes.
These missions are obtained by scanning the QR code at the back of their Coca-Cola Ultimate Zero Sugar tins. This code will take them to the Coca-Cola Creations Hub where they can find the Ultimate Emote Generator. This is an Instagram filter that lets players view themselves as performing League of Legends emotes.
“This collaboration with Riot Games allows us to continue elevating the Coca-Cola Creations platform with a brand-new flavour that reinforces our shared mission to put fans and players at the forefront of everything we do. 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.”
While Coca-Cola hasn’t detailed exactly what the drink tastes like besides “experience points”, given the gaming-centric campaign here, I won’t be surprised if it ends up being just another energy drink clone. Because we all know how cliche that would be.
— Coca-Cola (@CocaCola) June 7, 2023