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.
