Coca-Cola Creations launches ‘gaming-inspired’ Coca-Cola Zero Sugar Byte

By Rachel Arthur

- Last updated on GMT


Related tags Coca-cola

Coca-Cola Zero Sugar Byte – which ‘brings the flavor of pixels to life in a limited-edition beverage that transcends the digital and physical worlds’ – is launching across global markets.

The launch is part of Coca-Cola Creations: a new project which developed under the Real Magic​​​ brand platform launched at the end of last year and which has the remit of ‘bringing a sense of intrigue and newness to a 136-year-old brand’. The first drink – ‘intergalactic flavor’ Coca-Cola Starlight​ – was launched in February.

A global, cross-functional Coca-Cola team led by the North America Operating Unit - featuring leaders across creative, marketing, technology, R&D and design -collaborated to determine the right elements to bring pixels alive in a taste experience. According to the team, the drink’s bright, upfront taste is reminiscent of powering up a game, and its refreshing finish makes for a perfect gaming companion. Packaging graphics also feature pixels forming the Coca-Cola logo.

“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, The Coca-Cola Company.

Coca-Cola Zero Sugar Byte launched in retail in select countries in Latin America on April 4. It will be available to purchase online in the US on May 2 (‘making the can itself a portal between the digital and physical worlds’, followed by China in retail later that month.

Similar to the Coca-Cola Starlight drop, which featured an Augmented Reality (AR) “Concert on a Can” starring pop star Ava Max, a suite of immersive digital experiences will introduce fans to Coca-Cola Zero Sugar Byte. The centerpiece is Pixel Point, an Island Created in Fortnite Creative designed by Coca-Cola and lifestyle and gaming organization PWR.

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