Coke And League Of Legends Team Up For Legendary New Flavor Experiment

It’s no secret that the gaming community has an affinity for outrageous snacks and drinks. Coca-Cola is working with Riot Games, creators of League of Legends, to develop and promote a new Coke product aimed at gamers called Coke Ultimate Zero Sugar.

This limited-edition variant of the ever-popular Coke Zero Sugar bases its flavor profile on experience points — aka +XP — that can be used to progress in the game. The product also carries benefits for those who play League of Legends, both pros and amateurs alike. Gamers can jump into three different in-game missions that unlock Ultimate emotes as rewards.

As a population with a well-known aversion to traditional marketing, Coke has turned to the world of interactive marketing to reach their target audience. In Coke’s Creation Hub, fans can upload photos of themselves and see it transposed onto a character in the game.

Coke Ultimate Zero Sugar is now available nationwide for a limited time.