Beverage giant Coca-Cola has just announced a new, limited-edition flavor for their signature drink early last week. The drink, namely “Byte”, won’t be on sale in the United States till May, but has already made its appearance on video game Fortnite early March, where gamers could get a glimpse of the product on a dedicated island in the universe, and interact with other players on the aforementioned space.
The product marks Coca-Cola’s second release focused on digital experiences, and the first ever product born in the metaverse. "Coca-Cola Zero Sugar Byte makes the intangible taste of the pixel tangible," Oana Vlad, Senior Director of strategy at Coca-Cola, on the new launch.
In fact, Coca-Cola is not the first company tapping into the e-sports world. Red Bull has been active in the industry for years, brands like Monster Energy and Kraft Heinz even made their way into the storyline of popular games – the latter launched a snack break hide out campaign in the first-person shooter game, Call of Duty, where gamers are encouraged to take breaks in real life without exposing their characters in the virtual gaming world.