Coca-Cola has launched a limited-edition beverage, Zero Sugar Byte, which it claims contains “the flavour of pixels”.
The soft drinks giant says the new launch features a “bright, upfront taste [that] is reminiscent of powering up a game” and its “refreshing finish makes for a perfect gaming companion”.
Inspired by the gaming world – in particular, online video game Fortnite – and the metaverse (the collective term for 3D virtual worlds that encourage social connection), the new beverage aims to appeal to a younger generation of tech-savvy consumers.
In a company statement, Coca-Cola said: “The centrepiece [of the beverage campaign] is Pixel Point, an Island created in Fortnite Creative designed by Coca-Cola and lifestyle and gaming organisation PWR. Upon entry, players will discover Coca-Cola Zero Sugar Byte in the metaverse and interact with fellow gamers through a series of four sensory-inspired, multiplayer mini-games: The Castle, The Escape, The Race and The Tower. Each immersive room poses its own challenge that can only be solved by working in tandem with fellow players to progress up the tower.”
The new beverage is an extension of the brand’s ongoing ‘Real Magic’ campaign, and is also the second product launch from Coca-Cola Creations, following its inaugural Coca-Cola Starlight launch earlier this year.
“For our second expression from Coca-Cola Creations, we wanted to create an innovative taste inspired by the playfulness of pixels, rooted in the experiences that gaming makes possible, said Oana Vlad, senior director, global strategy at Coca-Cola. “Just as pixels power digital connection, Coca-Cola Zero Sugar Byte brings people together to share moments of Real Magic.”
© FoodBev Media Ltd 2022
World Beverage Innovation Awards – NOW OPEN FOR ENTRIES!
The awards celebrate excellence and innovation across the global beverage industry. Don’t miss out on having your innovations recognised on a global scale.
Deadline for entries 23 July – enter now!
Don’t get left behind
Start your free Foodbev magazine trial today and join thousands of fellow industry professionals in receiving food and drink trends direct to our business.
Click here to start your free trial
Your privacy We use small files known as ‘cookies’ to enhance your experience of the FoodBev website and analyse site-traffic. Read about how we use cookies or how you may control them in our updated privacy policy and cookie policy. If you continue to use this site, you consent to our use of cookies. Click the ‘OKAY‘ button at the top right of this panel to accept or click here for more information.