Coca-Cola is releasing a Riot Games themed drink. The limited-edition flavor, Coca-Cola Ultimate Zero Sugar, will be available starting June 7 in Africa, North America, China, and South Korea. The intent behind the new flavor was to bridge the gap between “creativity and cultural connections” under Coca-Cola’s Creations campaign. Drinks will be sold at sponsored esports events and will feature various gaming characters on the packaging from Riot Games’ catalog. Consumers can also scan a QR code on the cans to access a League of Legends Instagram filter, that will allow them to post online and promote the collab. YPulse data shows that 95% of young consumers play video games in some capacity, so interworking gaming content into staple brands like Coca-Cola is a smart move. (Adweek)
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