Coca-Cola unveils new Coca-Cola ultimate zero sugar drink with Riot Games

The Coca-Cola company has unveiled its latest limited-edition flavour from Coca-Cola Creations, the “Coca-Cola Ultimate Zero Sugar" in collaboration with Riot Games, the publisher and developer of multiplayer online battle arena (MOBA) game League of Legends.

The limited-edition drink will allow fans and players to experience a taste of experience points (+XP) and serve to commemorate each player’s journey. This launch also marks the first collaboration between Coca-Cola and a gaming company on curating a flavoured drink.

Following the release of “Coca-Cola Ultimate Zero Sugar”, in-game and digital experiences will amp up the anticipation for the “Coca-Cola Ultimate Zero Sugar” collaboration to players worldwide.

“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 of Riot Games.

“Coca-Cola shares many of the player-focused values we have at Riot, and we are honoured to be the first gaming collaboration for Coca-Cola Creations,” Mulhall added.

Don't miss: The Coca-Cola Company promotes Pratik Thakar to new role

The limited-edition drink can be unlocked when League of Legends players complete a series of missions that are activated in order in the game itself. The missions include having to attain seven assists in a single game to earn the ultimate teamplay emote, earning 12,000 gold in a single game to earn the ultimate gains emote and winning a game in under 20 minutes to earn the ultimate tempo emote.

The ultimate emotes will be available for players to unlock from 3 July to 18 July. A QR code will be embedded on the Coca-Cola Ultimate Zero Sugar can for players to scan. Upon scanning, they will be brought to the Coca-Cola Creations Hub, which is the home for unique Coca-Cola creations digital experiences. An available offer in the hub is the ultimate emote generator which is an Instagram filter that allows players to view themselves in the style of League of Legends.

“Partnering with Riot Games enables us to enhance the Coca-Cola Creations experience by introducing a fresh flavour that represents our shared commitment to putting fans and players at the forefront of everything we do,” said Rina Surya, frontline marketing director of Coca-Cola ASEAN and South Pacific, Singapore and Malaysia.

“Coca-Cola Ultimate, the seventh innovative addition to our Coca-Cola Creations portfolio, features a captivating design, offers a distinctive taste of +XP to refresh gamers during their quests, and lift their gaming experience to new heights,” Surya added.

The Coca-Cola Ultimate Zero Sugar incorporates the identity of both Coca-Cola and Riot Games through its packaging design which features black and multiple shades of gold. The trademark Coca-Cola creations logo is also accompanied by a bespoke “Ultimate” crest and blue Hextech glow. The design features a distinctive appearance of the Coca-Cola spencerian script font which derived inspiration from the nexus crystals in League of Legends.

The news comes just as The Coca-Cola company promotes Pratik Thakar to the role of global head of generative AI at its marketing transformation office. 

He has been with the company since 2013, having held the roles of VP of APAC creative and content excellence, director of integrated marketing communications for the ASEAN business unit and head of global creative strategy and content which was his penultimate role before being promoted to his current role.

"I’m happy to share that I’m starting a new position as global head of generative AI marketing transformation office at The Coca-Cola Company," he said.

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