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.
Instead, they’re supposed to help build buzz around the company’s core product. “They’re more engaging and more interesting, demonstrably, than a flavor, a Coke with vanilla or something,” he said. “Testing the boundaries … that’s about engagement with consumers.” Coca-Cola’s marketing approach seems to be working. In the first quarter, trademark Coca-Cola grew across all geographic regions, according to the company, thanks in part to interest from the coveted Gen Z market.
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