The metaverse is still in its infancy, but Coca-Cola does not want to miss the opportunity to be among the first to bet on this new format and contribute their bit as well as take advantage of the opportunity and further strengthen its brand through creativity and new technologies.
Precisely, The Coca-Cola Company has announced that its next release of Coca-Cola Creations will reach both the metaverse and the real world. It is Coca-Cola Zero Sugar Byte, a limited edition of Coca-Cola Zero that, according to the company, tastes like pixels. This new sugar-free variant, inspired by the virtual world and the global gaming community, in an edition accompanied by virtual reality experiences and games.
Byte is the first product in this series to land in Latin America, and the second flavor globally after the launch of Starlight in February 2022, but it will not be the only one. Denise Picot, Coca-Cola Marketing Director for Argentina and Uruguay says that “Coca-Cola Byte is the celebration of the brand with the gamer community and an initiative that we hope will create more opportunities for connection through shared digital experiences”.
Other news is that Coca-Cola Byte includes in its marketing campaign Pixel Point, an island created in Fortnite, designed by Coca-Cola and the lifestyle and gaming organization PWR, founded by Australian gamer and youtuber Lachlan Power. Upon entering the portal, players will discover Byte in the metaverse, and interact with their fellow players through a series of four sensory-inspired multiplayer mini-games that will immerse them in the spirit of this limited edition: The Castle, The Escape, The Race and The Tower.
Also in Latin America, the company has partnered with Women in Gamex, a community that seeks to foster, promote, make visible and raise awareness of the role of women in the video game industry. Thanks to this partnership, Women in Gamex will give 300 women the opportunity to participate in a Jam or informal session where female video game creators and fans can raise their voices, share their experiences and build networks of trust and support, while creating their own games.
