LoL: Coca-Cola doesn’t understand gamers

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The fizzy drink company Coca-Cola apparently wants to approach the “gamer” target group, but doesn’t seem to understand it. After an advertising campaign for gamers in 2021, they are now trying a special cola for League of Legends. But even the limited cola for LoL seems awkward.

This is the new idea of ​​Coca-Cola:

  • Coca-Cola has partnered with Riot Games and created a limited edition cola based on League of Legends.
  • The cola should taste like “experience points”. The “Coca-Cola Ultimate Zero Sugar” is launched in the USA, Canada, China, South Korea, Latin America and Africa. There will also be a version with sugar in the US, Canada and Mexico.
  • There is also a QR code on the drinks that leads to an Instagram filter that makes you look like a LoL champion.

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    What do you say about the drink? Coca-Cola says in a press release that the cola “offers fans and players the taste of experience points (+Xp) and celebrates the player’s journey.”

    Riot said (a little helplessly): “We’re excited for players to be able to taste the new flavor of +XP, a unique and bespoke collaboration with Coca-Cola, a global brand loved by millions. They share many of the gaming-centric values ​​we have at Riot, and we’re proud to have the first gaming collaboration with Coca-Cola.”

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    85% coke – 15% something unexpected

    And what does it taste like now? Asked directly by CNN how the cola tastes, a spokeswoman replies:

    We will never really answer that question. It’s a “mystery flavor”. The flavor profile is always what we say is 85-90% cola. And then it’s 10 to 15% of something unexpected.

    The taste is “more interesting” than, for example, a vanilla Coke. You want to test the “limits”.

    We will probably have to wait until June 12th. Only then will the cola be available in the USA and Canada. The brave ones will certainly provide first reports of their experiences.

    “If it tastes like LoL, it sure tastes salty”

    Where is the problem? As Forbes notes, it’s bold to advertise “tastes like experience points in LoL.” Not only is this something that doesn’t exist in the real world, even in the game, experience points have no form, they’re an abstract concept.

    In our editorial office, colleague Maik Schneider asked when we were told that it tasted like LoL: “So it tastes salty?”

    Maybe the players’ tears are the secret ingredient.

    What experiences has Coca-Cola already had with gamers? Two years ago, Coca-Cola launched an ad campaign aimed at gamers, and it also felt very awkward:

    Coca-Cola launches ad campaign for gamers who like Twitch, WoW and LoL – Fails

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