Coca-Cola and Riot Games have just launched a new ‘League of Legends’ branded drink. According to the company, the new Coca-Cola Unlimited Zero Sugar tastes like XP points, experience points that players obtain in the League of Legends game.
The new drink launched today and a full-sugar version will be available in Canadian, U.S. and other global stores starting June 12 for a limited time. The new drinks are branded Coke products, but carry a League of Legends look, tapping the popular online multiplayer game’s branding and look.
“This collaborating 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 player at the forefront of everything we do,” said Oana Vlad, senior director of global strategy for Coca-Cola.
The latest flavour is the seventh Coca-Cola’s Creations platform, which creates abstract flavours that began rolling out about a year and a half ago. The other flavours include Starlight, Dreamworld and Marshmello. Coca-Cola Move, another flavour from the Creations brand, was a collaboration between Coke and Spanish-singer Rosalía.
“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,” added Vlad.
Riot Games’ League of Legends was released in 2009. The game allows multiple players to login to online battles in a virtual, live arena. The +XP points act as experience points for the players which helps them level up in the game and are earned by playing games in the online tournament or by completing missions.
The League of Legends game will also have a series of missions that relate back to the Coke drink. The bottles and cans themselves will come complete with a QR code that lets drinkers and players alike visit the Coca-Cola Creations Hub and try on an Ultime Emote Generator, which gives them an Instagram filter that turns them into a League of Legends player.