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In an ambitious crossover, Coca-Cola and Riot Games partner to launch a League of Legends-themed drink, Coca-Cola Ultimate, offering gamers a taste of experience points (+XP). Initially released in zero-sugar variety across China, South Korea, Latin America, and Africa, the drink will hit the U.S. and Canada on June 12, with regular and zero-sugar options.
Meanwhile, Coca-Cola Ultimate will be available in regular and zero-sugar varieties in the U.S. and Canada starting June 12. Coca-Cola Ultimate is housed in plastic bottles and cans. The cans have a Hextech blue glow and feature League of Legends branding.
According to a press release, Coca-Cola Ultimate gives drinkers the taste of "experience points," or +XP, which are earned by League of Legends players based on how much time they spend playing the game.
With the new flavor, Coca-Cola vows to "provide fans and players the taste of experience points (+XP) and celebrate every player's journey." The drink is part of Coca-Cola's Creations brand, which releases new limited-edition drinks promoted through fancy marketing campaigns. This one is the first video game-related beverage.
According to David Mulhall, Head of Business Development and Partnerships at Riot Games, they are honored to be the first gaming collaboration for Coca-Cola Creations.
He added that they are excited for their players to sample the unique +XP flavor, which is a bespoke collaboration with Coca-Cola.
Oana Vlad, Senior Director of Global Strategy at The Coca-Cola Company, noted that Coca-Cola Ultimate, their seventh Coca-Cola Creation, has an astonishing design, unlocks the +XP taste, and enhances the gameplay experience.
League of Legends will get some new challenges to help market the drink, and when you achieve them, you'll have access to exclusive Ultimate emotes. There are three challenges in total; one call for you to get seven assists in a game; another 12,000 gold; and the third, a victory in less than 20 minutes.
