Riot Games and Coca-Cola have partnered to launch a new League of Legends branded drink, which somehow will taste like experience points, something that not only is not a flavour, it’s not really an actual thing in real life.
Coca-Cola Ultimate Zero Sugar is the name of the new drink, which launches today in locations such as the United States, Canada, China, South Korea, Latin America and Africa. The cans while still clearly being those of Coca-Cola, feature League of Legends branding with a Hextech blue glow and do look quite appealing.
However, the cans say this is a +XP flavored zero-calorie cola, and I still can’t figure out what +XP tastes like. The press release announcing the drink says that it will “provide fans and players the taste of experience points (+XP) and celebrate every player’s journey,” which doesn’t really explain much.
It’s a bold choice to somehow come up with a flavor of something that not only doesn’t exist in the real world but also is more of a concept in the virtual one it comes from. If they had come up with say a Baron-flavored drink, or a much nicer sounding Honeyfruit drink then you could probably imagine the flavor or there could be some lore to explain it, but the nebulous concept of experience seems a bit far-fetched.
Anyway, the drink is part of Coca-Cola’s Creations brand, where they release new drinks that have some fancy marketing campaign around them and are all limited edition. This one is the first video game-related one and despite the ludicrous flavor name, is quite a cool thing for League of Legends fans.
“We’re excited for players to taste the new +XP flavor, a unique and bespoke collaboration with Coca-Cola, a globally recognized brand loved by millions,” said David Mulhall, Head of Business Development and Partnerships at Riot Games. “They share many of the player-focused values we have at Riot, and we are honored to be the first gaming collaboration for Coca-Cola Creations.”
“This collaboration with Riot Games allows us to continue elevating the Coca-Cola Creations platform with a brand new flavor that reinforces our shared mission to put fans and players at the forefront of everything we do,” said 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.”
To further promote the drink some new challenges will be added to League of Legends that will unlock limited edition Ultimate emotes when you complete them. There are three challenges in total, one requires you to get seven assists in a game, another requires you to get 12,000 gold in a game and the final one requires you to win in under 20 minutes.
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