Coca-Cola teams with League of Legends for ‘XP flavoured’ variant

Tastes of Bitter Defeat and Salt

In the latest million-dollar handshake between gaming and branding, Coca-Cola has announced that it is partnering with Riot Games to produce a limited edition variant of its soda, themed after the studio’s juggernaut MOBA League of Legends.

The “Ultimate Coca-Cola Zero Sugar” drink is part of the corporation’s “” line, which has seen the drink-maker partner with various brands and personalities to produce exclusive, limited-time variants of the beverage. Previous campaigns have seen cans branded by artists Mashmello, Rosalia, and Ava Max — none of whom I’m aware of because I’m way, way too old.

“This collaboration with Riot Games allows us to continue elevating the Coca-Cola Creations platform with a brand new flavour that reinforces our shared mission to put fans and players at the forefront of everything we do,” said Oana Vlad, Senior Director of Global Strategy. “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.”

So, the big question… What does XP taste like?

“We’re never really going to answer that question in a ‘straightforward’ way,” added Vlad, “They’re mystery flavors. The flavor profile is always, we say, 85 to 90% Coke. And then that 10 to 15% twist of something unexpected.”

I’m guessing that the “taste of XP” is surprisingly similar to the taste of Acesulphame Potassium.

Over the coming weeks, LoL players should look out for specially themed Coca-Cola missions in-game, that can be completed in order to unlock exclusive “Ultimate” emotes. Additionally, players can scan the QR code on the can to access special Instagram filters and fucking hell I’m so old.

Ultimate Coca-Cola Zero Sugar launch꧃es in North America this week.

[Forbes]