Coca Cola, an international soft drink company, partnered with game developer Riot Games to develop a special, limited-edition flavor of the beverage for League of Legends.
The partnership, which includes League of Legends in-game challenges and emotes, is the first time a beverage producer has developed a flavor with a gaming company. Coca-Cola is additionally distributing actual Nexus crystals in cities all around the world, including Shanghai, Mexico City, and Los Angeles.
The flavor, labeled “+XP,” is the most recent in the company’s list of “creations” introduced this year. The corporation has previously collaborated with Coca-Cola Starlight, which is “inspired by space,” and the Spanish singer-songwriter Rosala.
As part of its contribution, Riot Games has included Coke-themed goals to access exclusive Ultimate emotes in-game. The activations go into effect now and may be unlocked through June 18th. By using the Coca-Cola Instagram filter on a selfie, players may also turn into their favorite League of Legends characters.
The League of Legends “Ultimate” flavor advertises “the taste of experience points” and comes in a classic plastic Coke bottle with the Coke logo wrapped in gold plastic. The press announcement said nothing about the flavor itself, but it did state that it would only be sold in “select markets,” which included the US and Canada.
Riot and Coca-Cola have collaborated twice before, with this project being the second. It contributed to the development of “unique fan experiences” for the League of Legends: Wild Rift esports scene as a founding partner. Additionally, it has partnered with British esports organization Guild Esports and sponsored The Esports Awards.
Oana Vlad, Senior Director, Global Strategy at The Coca-Cola Company commented on the partnership:
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.
Oana Vlad
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