Coca-Cola moves into Metaverse with new Zero Sugar Byte
By Abimbola Mohammed
In a bid to expand growth opportunities, iconic soft drink brand Coca-Cola has joined hundreds of companies heading into the Metaverse by unveiling its first-ever Coca-Cola flavour limited edition called ‘Zero Sugar Byte’ in Metaverse.
The new flavour was launched from Coca-Cola Creations department, inspired by gaming.
Coca-Cola Zero Sugar Byte will bring the flavour of pixels to life in a limited-edition beverage that transcends the digital and physical worlds.
Before the Zero Sugar Byte, the company launched its first creations flavour called Starlight, a space-themed, red-tinted edition that offered a “cooling taste sensation” and apparently comes off like a blend of mint, vanilla, and cotton candy.
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.”
The game’s more than 350 million players will be able to visit Pixel Point, a custom-created island made using Fortnite’s non-combat Creative Mode. Designed by Coca-Cola and gaming org PWR, Pixel Point offers four “sensory-inspired, multiplayer mini-games”, including The Castle, The Escape, The Race, and The Tower.
Based on Coca-Cola’s description of the games, they sound like virtual escape rooms, with each “[posing] its own challenge that can only be solved by working in tandem with fellow players to progress up the tower.”
Speaking on the new innovation, Lachlan Power, PWR founder said: “This new Coca-Cola Creations flavour is an amazing nod to gamers from one of the most iconic brands in existence, and we’re proud that we could help create something special for our shared communities to celebrate its launch. It’s been an exciting project for PWR to collaborate on by creating this experience which facilitates teamwork and player connections whilst representing the vibe of this new Coca-Cola Creation.”
Players who enter Pixel Point will be able to play four mini-games with immersive and interactive challenges. Each can of Coca-Cola Zero Sugar Byte also features a playable augmented reality game when scanned.
Coca-Cola Zero Sugar Byte launched in extremely limited quantities in select countries, in Latin America on April 4 in retail outlets. In the United States, on May 2, the product will be exclusively available to purchase in twin packs of 12.5-oz. China will follow with a retail launch on May 23.
On top of the Fortnite launch, Coca-Cola is dropping an augmented reality game for people who buy the real-life version of Byte. Scanning the code on their pack will give them access to a Metaverse-y game about “BYTE,” an 8-bit pixel that was “left behind when Coca-Cola Byte entered the Metaverse,” Coca-Cola said.
Players have to guide BYTE up a virtual staircase, and those with the highest scores will be displayed on a leaderboard.
Oana Vlad, Senior Director, Global Strategy Coca-Cola, said in a statement: “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.”
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