Coca-Cola has launched a new limited-edition flavour just for gamers dubbed +XP.
Coca-Cola Creations collaborated with Riot Games, the publisher and developer of League of Legends, which it says is the first such partnership with a gaming company.
Alongside the product’s release, in-game and digital experiences “will bring the excitement of the Coca-Cola Ultimate collaboration to players across the globe” it said.
“We’re excited for players to taste the new +XP flavour, a unique and bespoke collaboration with Coca-Cola, a globally recognised brand loved by millions,” said David Mulhall, Head of Business Development and Partnerships at Riot Games.
“They share many of the player-focused values we have at Riot, and we are honored to be the first gaming collaboration for Coca-Cola Creations.”
League of Legends players can unlock limited edition Ultimate emotes in-game through a series of missions, which went live this week.
Players will be transported to the Coca-Cola Creations Hub by scanning the QR code on a Coca-Cola Ultimate bottle or can.
“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,” said Oana Vlad, Senior Director, Global Strategy at The Coca-Cola Company.
Coca-Cola Ultimate fuses the two brands with a new packaging design that features black and various shades of gold.
The familiar Coca-Cola Creations logo is also complemented by a bespoke ‘Ultimate’ crest and energized with a magical blue Hextech glow.
For now Coca-Cola Ultimate is available in select markets around the world, including the U.S and Canada.
The global campaign was developed by Forpeople, Havas, Virtue, and WPP Open X/Ogilvy and EssenceMediacom.
