https://www.cnn.com/2023/06/07/business/coca-cola-league-of-legends/index.html
Coca-Cola is launching a new limited-edition flavor for gamers, a demographic increasingly pursued by mainstream food and beverage brands.
For this new flavor, called Coca-Cola Ultimate, the soda maker partnered with Riot Games, which publishes the multi-player online battle arena game League of Legends. Ultimate will be available in US and Canadian stores starting June 12 for a limited time, in regular and zero sugar varieties. Globally, its available just in zero sugar and is rolling out this week.
Coca-Cola (KO) a few years ago slashed its portfolio to focus on its core brands, including Coke. But full-sugar soda has been a sleepy category for years, so Coca-Cola (KO) has to work to get new people into the mix.
The line of abstract flavors, each paired with a digital experience, is designed to drum up excitement for Coke among younger consumers by focusing on music and online games.
Ultimate is supposed to appeal to gamers in particular. And like most of Cokes other limited-edition beverages, the actual flavor will remain under wraps.
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