Coca-Cola is unveiling an all-new flavor with video game enthusiasts in mind.
The soda giant has joined forces with American video game developer, Riot Game, to introduce Coca-Cola Ultimate. Neither company has shared what the new flavor entails but does promise a “taste of experience points.” Coca-Cola’s senior director of global strategy, Oana Vlad, says not revealing the exact flavor of the new drink only adds to its allure.
“We’re never really going to answer that question. They’re mystery flavors,” Vlad noted.
Ultimate is expected to appeal to gamers, with a list of digital experiences to go along with it. This latest offering will also join Coca-Cola’s growing Creations lineup. Launched in February 2022, Creations is a global initiative that is driven by collaborations and limited-edition releases both physically and digitally.
The new drink is being touted as gaming fuel for “League of Legends,” developed by Riot Games. Players of “League of Legends” will be able to complete a variety of in-game tasks to gain access to special Coca-Cola Ultimate emoticons. Additionally, Ultimate consumers can use an Instagram filter to create customized “League of Legends”-inspired emotes that look like them by scanning a QR code on the label of Coca-Cola Ultimate products or going to the Coca-Cola Creations portal.
Coca-Cola will begin making Ultimate available in the United States and Canada starting June 12th. Customers will have the option of enjoying the new flavor in regular and zero-sugar options. There is no specific timeline for how long Ultimate will be in stores, so those eager to try it should act fast.