Coca-Cola® and Riot Games Launch Coca-Cola® Ultimate Zero Sugar in United Arab Emirates

Coca-Cola® has launched a new limited-edition flavor from Coca-Cola® Creations in collaboration with Riot Games, the publisher and developer of League of Legends. Coca-Cola® Ultimate Zero Sugar will celebrate every player’s journey – whether it’s their first time on the Rift or on the Finals stage at Worlds in pursuit of the Summoner’s Cup.

Coca-Cola® Ultimate Zero Sugar is the first collaboration with a gaming company on a Coca-Cola® flavor, bringing together teams from Riot Games and Coca-Cola® to co-create a flavor that will give players an exhilarating taste as they queue up for a game. Accompanying the product’s release, in-game and digital experiences will bring the excitement of the Coca-Cola® Ultimate Zero Sugar collaboration to players across the globe.

“We are very happy to bring this unique partnership to the UAE. League of Legends has a dedicated following in the UAE and across the region and through this collaboration, we look forward to elevating the gaming experience even further. Plus, we have a cool, new beverage that we’re confident our gamers will enjoy while they discover new in-game experiences and missions,” said Tarun Sabhlok, Marketing Director, Middle East at The Coca-Cola Company.

To bring a flavor of this unique gaming experience, Coca-Cola® had planned an exciting activation at Virgin Megastores across the UAE where gamers could come and experience League of Legends first-hand along with the new Coca-Cola® Ultimate Zero Sugar. These immersive gaming activations aimed to bring gaming fans together. The activations took place at Mall of Emirates on 22 June and at Yas Mall, Abu Dhabi on 30 June.

“We’re excited for players to taste the new flavor, a unique and bespoke collaboration with Coca-Cola, a globally recognized brand loved by millions,” said David Mulhall, Head of Business Development and Partnerships at Riot Games. “They share many of the player-focused values we have at Riot, and we are honored to be the first gaming collaboration for Coca-Cola Creations.”

League of Legends players can also unlock limited edition Ultimate emotes in-game through a series of missions.  Players will be transported to the Coca-Cola® Creations Hub, the home for unique Coca-Cola® Creations digital experiences, by scanning the QR code on a Coca-Cola® Ultimate Zero Sugar bottle or can.

Coca-Cola® Ultimate Zero Sugar fuses the two iconic brands with striking packaging design that features black and various shades of gold. The familiar Coca-Cola® Creations logo is also complemented by a bespoke ‘Ultimate’ crest and energized with a magical blue Hextech glow. The design showcases a unique expression of the recognizable Coca-Cola® Spencerian Script font, inspired by the Nexus Crystals in League of Legends.

Coca-Cola® Ultimate Zero Sugar is available across key retail outlets in the UAE for a limited period.