Soft drinks conglomerate Coca-Cola has collaborated with games developer Riot Games to create a new limited-edition flavour of the beverage in collaboration with League of Legends.
The deal marks the first time the drinks company has created a flavour with a gaming company, and is accompanied by in-game missions and emotes in League of Legends. Coca-Cola is also dropping real-life Nexus crystals in cities worldwide including Los Angeles, Shanghai and Mexico City.
The flavour, dubbed ‘+XP’ is the latest in a series of ‘creations’ launched by the company this year. The conglomerate has already worked with Spanish singer-songwriter Rosalía, electronic music artist Marshmello and Coca-Cola Starlight which is ‘inspired by space’.
Riot Games is also doing its part and has added Coke-themed objectives to unlock limited edition Ultimate emotes in-game. The activations go live today and will be available to unlock until June 18th. Players can also transform into League of Legends heroes by taking a selfie with the Coca-Cola’s Instagram filter.
The League of Legends ‘Ultimate’ flavour promises ‘the taste of experience points’ and features the Coke logo in gold plastic wrapped around a traditional plastic Coke bottle. The release contained no information on the actual taste, but did confirm that it would only be available in ‘select markets’ including the US and Canada.
This collaboration marks the second time Coca-Cola has worked with Riot. It was a founding partner of the League of Legends: Wild Rift esports scene, creating ‘unique fan experiences’ for the mobile game’s esports circuit. It has also sponsored The Esports Awards, and joined forces with British esports outfit Guild Esports.
“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,” commented Oana Vlad, Senior Director, Global Strategy at The Coca-Cola Company. “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.”
