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Coca-Cola has launched a new limited-edition flavor of Coke in collaboration with Riot Games, the publisher, and developer of League of Legends called Coca-Cola Ultimate Zero Sugar and it will be launching in Malaysia alongside League of Legends In-Game Missions and Emotes.
The new Coke flavor is said to “provide fans and players the taste of experience points and celebrate every player’s journey, whether it’s their first time on the Summoner’s Rift or in the finals stage at Worlds in pursuit of the Summoner’s Cup”.
“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, Riot Games. “Coca-Cola shares many of the player-focused values we have at Riot, and we are honored to be the first gaming collaboration for Coca-Cola Creations.”
Coca-Cola Ultimate Zero Sugar fuses the two brands with a packaging design that features black and various shades of gold. The familiar Coca-Cola logo is also complemented by an ‘Ultimate’ crest and energized with a magical blue Hextech glow. The design showcases a unique expression of Spencerian Script font, inspired by the Nexus Crystals in League of Legends.
The collaboration between Coca-Cola Ultimate Zero Sugar and Riot Games is the first time Coca-Cola has partnered with a gaming company on a flavor. Accompanying the product’s release, in-game and digital experiences will be launched to tie into the product.
League of Legends players can unlock limited edition Ultimate emotes in-game through a series of missions, activated in order, as they’re completed:
- Get 7 assists in a single game to earn the Ultimate Teamplay emote.
- Earn 12,000 gold in a single game to earn the Ultimate Gains emote.
- Win a game in under 20 minutes to earn the Ultimate Tempo emote.
The Ultimate emotes will be available to unlock until July 18 at 11:59 p.m. PT.
Players will also be transported to the Coca-Cola Creations Hub, the home for unique Coca-Cola Creations digital experiences, by scanning the QR code on a Coca-Cola Ultimate Zero Sugar can. One offer available on the Creations Hub is the Ultimate Emote Generator, an Instagram filter allowing players to view themselves in the style of League of Legends emotes for social sharing.
“Partnering with Riot Games enables us to enhance the Coca-Cola Creations experience by introducing a fresh flavor that represents our shared commitment to putting fans and players at the forefront of everything we do,” stated Rina Surya, Frontline Marketing Director at Coca-Cola ASEAN & South Pacific Singapore & Malaysia.
