Coca-Cola's going all-in on gaming, teaming up with Riot Games' MOBA juggernaut League Of Legends to launch a first-of-its-kind soda, "+XP". Part of the innovative Coca-Cola Creations lineup, "+XP" is a bold play blending soda and gaming.
Coca-Cola Creations is known for crafting flavors that are anything but typical - think trying to capture the flavor of dreams or the permanently masked DJ Marshmellow. This time they're gambling on gamers' palates, hoping they're ready to savor the taste of victory - or defeat.
The collaboration doesn't begin and end with a new taste. League players can hit in-game missions to unlock emotes. The missions kicked off on June 7 and will run until July 18.
The "+XP" can also double as a key to the "Coca-Cola Creations Hub," a stash of digital experiences tied to the game and the drink. Fancy turning into a gaming hero on Instagram? Scan the can's QR code and voila!
"+XP" is on shelves in selected markets (US, Canada, China, South Korea, Latin America, and Africa) and comes in both regular and Zero Sugar versions. No word yet on when the product will be unavailable, so grab it while you can.
However, taste-wise, "+XP" may be a hit or miss. Gampur's Laura Gray equated the flavor to "stale bubblegum," with a lingering sweet and perfumy aftertaste.
The cans though, they're a win! Inspired by Hextech, a magical in-game technology from League of Legends, the black and gold cans sport a blue crystal base. Even if you've never played a game in your life, you can't help but feel a bit of the magic.
While the "+XP" branding, sleek can design, and gaming extras hit the high score, the flavor might make you hit the pause button. But hey, in gaming, there's always a next round.