Video games partnering with soda brands to cross-promote is such a natural partnership. It’s a synergy of two things that already tend to be consumed by the same people and often allows for a bump in sales/game play. This summer, Coca-Cola partnered with Riot Games’ massive game League of Legends to release a new limited edition drink under their Creations banner: Coca-Cola Ultimate. Described as being +XP (experience point) flavored, the sixth addition to the Creations line is just as odd and unique as the other offerings.
+XP is often earned in games through tasks/challenges that contribute to you gaining a level, so I was extremely interested to see how they would interpret that concept into a flavor. Its smell was that of a sweet berry that almost gave me the vaguest hint of Pepsi Blue. Don’t worry, to all that hated that drink; the initial aroma was the only thing that reminded me of the divisive blue beverage.
The first sip was overwhelming to my pallet as it didn’t match the berry smell. I should have known better with the Creation line than to assume it would taste how it smelled. Taking my time to savor the soda, I tasted peach on the front with a hint of citrus on the back. The tried and true Coca-Cola flavor isn’t really present. The sweetness you expect from a Coke is absolutely there, but the signature “cola” taste is barely there.
The lack of a strong cola flavor didn’t detract from my overall enjoyment. While I am sure that will turn some off, I genuinely enjoyed that this tasted like a whole new concoction because other Creations varieties drank like “Coke with added flavor.”
When researching the connection between the drink and League of Legends, I was a little bummed to find it wasn’t inspired by anything directly from the game. However, you can access some interesting benefits by scanning the QR code on the bottle or can. It will take you to the Coca-Cola Creations page, where you can access different activities tied to the game. It’s worth noting you don’t have to buy the drink to access these benefits: in-game missions can yield you an exclusive emote, AR lenses can turn your likeness into an LoL emote, and you can add your face into a video to share.
While I cannot speak to whether or not I gained XP drinking Coca-Cola Ultimate, it was an overall enjoyable drink. The connection to League of Legends doesn’t seem as deep as other soda x game collabs have been, but I think it will work in Coke’s favor: LoL fans can enjoy in-game rewards and limited edition soda fans can enjoy a new offering.
Purchased Price: $2.29
Size: 20 fl oz bottle
Purchased at: Target
Rating: 9 out of 10
Nutrition Facts: (1 bottle) 240 calories, 0 grams of fat, 0 grams of saturated fat, 0 milligrams of cholesterol, 55 milligrams of sodium, 65 grams of carbohydrates, 0 grams of fiber, 65 grams of sugar, and 0 grams of protein.