Coca-Cola’s Newest Flavor is Aimed at Gamers

Coca-Cola is set to introduce a new limited-edition flavor called Coca-Cola Ultimate, targeting the growing demographic of gamers that has caught the attention of mainstream food and beverage brands.

The soda giant has collaborated with Riot Games, the publisher of the popular multiplayer online battle arena game League of Legends, for this venture.

Coca-Cola Ultimate will be available in the United States and Canada from June 12 for a limited period in both regular and zero sugar variants. The global release will be exclusively in the zero sugar version and will be rolled out this week.

While Coca-Cola has previously focused on its core brands, including Coke, the full-sugar soda category has seen sluggish growth in recent years.

As a result, Coca-Cola aims to attract new consumers by exploring abstract flavors combined with digital experiences, with a specific emphasis on music and online gaming. Coca-Cola Ultimate is specifically designed to appeal to gamers, following the company’s strategy of offering limited-edition beverages with mystery flavors.

The Creations platform by Coca-Cola, which was introduced about a year and a half ago, has featured various unconventional flavors like Starlight, inspired by space, Dreamworld, intended to taste like dreams, and Byte, supposedly pixel-flavored.

Coca-Cola has also collaborated with musicians Rosalía and Marshmello for special edition flavors.

The actual taste of Ultimate, like the other mystery flavors, remains undisclosed, but it promises to provide consumers with the sensation of “experience points,” which are earned by League of Legends players during gameplay.

These limited-time flavors are not meant to become permanent additions to Coca-Cola’s product lineup.

Instead, they serve to generate excitement and interest around the company’s core product.
Coca-Cola’s unique marketing approach has shown positive results, with trademark Coca-Cola experiencing growth across all geographic regions in the first quarter, particularly among the coveted Gen Z market.

Beyond flavor innovation, Coca-Cola’s collaboration with Riot Games extends beyond the limited-edition beverage.

The companies announced a multi-year partnership in 2021, building on their previous collaboration from 2014 to 2016.

Through the Creations platform, Coca-Cola can engage with gamers in various ways, including in-game promotions, virtual experiences, and exclusive digital content.

By leveraging the popularity of gaming and incorporating digital components into their marketing strategies, Coca-Cola aims to reach consumers both online and offline, tapping into the enthusiasm surrounding gaming and virtual experiences.

This approach aligns with the company’s goal of engaging with younger audiences and expanding its market presence beyond traditional advertising channels.