Carbonated soft drink manufacturer, Coca-Cola, has unveiled its first-ever flavour limited edition ‘Zero Sugar Byte’ in the Metaverse.
The limited edition is an extension of the brand’s ongoing ‘Real Magic’ campaign. The new product launch is specifically geared toward the gaming community as it brings the flavour of pixels to life in a limited-edition beverage that transcends the digital and physical worlds.
Coca-Cola Zero Sugar Byte will make an appearance in Pixel Point, an island in the video game Fortnite, which was created by Coca-Cola and its gaming organization partner PWR. Players who arrive at Pixel Point 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 called The Castle, The Escape, The Race, and The Tower.
The company had earlier in the year launched a flavour called Starlight, a space-themed, red-tinted edition alleged to taste like outer space.
According to a statement on the beverage dispenser website by Oana Vlad, Senior Director, Global Strategy, Coca-Cola Company: “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. Just as pixels power digital connection, Coca-Cola Zero Sugar Byte brings people together to share moments of Real Magic.”
Zero Sugar Byte was released in Latin America today “in extremely limited quantities.” The brand says that the product will debut in US markets beginning on May 2 in the form of “twin packs,” which will contain one can for consumption and another for collecting. The product will only be available online for US consumers, making it, in the brand’s words, “a portal between the digital and physical worlds.”
China will follow with a retail launch on May 23.
“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 brand added in a statement.