HomeCoca-Cola Launches a Virtual Drink in the Metaverse

Coca-Cola Launches a Virtual Drink in the Metaverse

Coca-Cola Creations is another successfull campaigns done by the brand in the Metaverse, bringing users a new taste.

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Updated: February 28, 2023
Coca-Cola Creations in Fortnite

Coca-Cola is a brand that needs no introduction. The brand has become a global household name with its iconic logo and memorable jingle.

The company has always embraced innovation; its latest Coca-Cola Creations campaign is no exception.

Coca-Cola has launched a novel platform for creating limited-edition products collaboratively designed by experts in marketing, creative, design, technology, and Fortnite.

Dubbed Coca-Cola Creations, this platform aims to showcase a fresh brand expression encompassing exclusive flavors, partnerships, and experiences across both physical and digital realms.

The Campaign–to Introduce a New Product Line in Metaverse

The campaign is an initiative by Coca-Cola, which created Creations as a new platform in Fortnite to introduce a new product line from Coca-Cola that offers consumers a unique taste experience.

The campaign’s purpose is to introduce the new product line to consumers and generate buzz around the launch. The product line includes Zero Sugar Byte, a gaming-inspired drink marketed toward young adults.

It was led by the North America Operating Unit, which collaborated globally to determine the optimal components to “bring pixels to life in a taste experience” for Coca-Cola.

The resulting beverage offers a bright and vibrant flavor. Which evokes the sensation of powering up a game with a refreshing finish. The iconic Coca-Cola logo is a creation of green 8-bit pixels on the packaging graphics.

Consumers can scan the Coca-Cola Zero Sugar Byte package on Coca-Cola Creation’s website to access an augmented reality game that tells the story of BYTE. An 8-bit pixel was left behind when Coca-Cola Byte enters the Metaverse.

Players use their fingers to hold down arrows and guide BYTE up a spiral staircase so that the lone pixel can rejoin the Coca-Cola logo. Players’ finishing times are recorded on a virtual leaderboard which is shareable on social media.

Before the release of Zero Sugar Byte, Coca-Cola’s Starlight and Starlight Zero Sugar beverages also showcased an Augmented Reality. Which is “Concert on a Can” featuring famous singer Ava Max.

Consumers can scan a Coca-Cola Starlight can or bottle to access a feature that shows Max performing three of her most famous songs. These are the “Kings & Queens,” “Sweet But Psycho,” and “Every time I Cry,” surrounded by red liquid and gradient lighting.

Coca-Cola Zero Byte x Fortnite

How Does This Differ From Other Campaigns in the Metaverse?

Coca-Cola has a long history of innovative marketing campaigns that have captured the imagination of consumers across the world.

However, the Coca-Cola Creations campaign is unique in several ways:

  • The partnership with Fortnite is a first for the drinks brand. It marks a shift towards more immersive and interactive experiences.
  • The product line is marketed towards a specific demographic of young adults interested in gaming and digital culture.
  • The campaign focuses on the sensory experience of tasting the new product line. Instead of highlighting the brand’s heritage and tradition, as it has done in previous campaigns.
Check out PassiveincomeExpert exploring Coca-Cola Creations

How Did the Campaign Perform?

Coca-Cola Creations’ campaign was a resounding success, generating significant buzz and engagement across various platforms.

Here is a brief analysis of the marketing campaign’s performance:

  • The Metaverse partnership allowed Coca-Cola to reach a new audience of digital natives interested in immersive experiences.
  • The launch generated significant media coverage across traditional and digital media channels.
  • Social media engagement was high, with Coca-Cola’s Twitter account likes and retweets for its promotional content.
  • The campaign increased brand awareness.
  • The campaign is not yet releasing sales figures. But the brand is confident that it will see a significant increase in sales.

Regarding the campaign’s performance, Javier Meza, Coca-Cola’s global chief marketing officer, stated,

“Coca-Cola Creations is about bringing the magic of Coca-Cola to life in new and exciting ways. We’re thrilled with the campaign response and look forward to seeing how our fans respond to the new product line.”

Coca-Cola Creations

What Could Coca-Cola Learn From Other Brand Campaigns in the Metaverse?

Coca-Cola Creations is a campaign that has successfully leveraged new technologies and marketing strategies to introduce a unique product line to consumers.

The immersive experience in Fortnite’s focus on sensory experiences has generated significant buzz and engagement, setting the stage for future success.

It is not the first time that Coca-Cola tapped into Metaverse as it already had collaborated with TMELAND.

Which rewards users when they buy the brand products in the real world and engage in the community. It also created NFT collectibles that users can collect.

As a beverage brand, Coca-Cola could learn more from other brand campaigns in the Metaverse, like Wendy’s, which has an impressive advertisement campaign in Fortnite.

The advertisement did allocate a larger budget and had an organic entry without interrupting gaming fun.

Coca-Cola can use the same strategy aside from previous campaigns to introduce the brand innovatively.

Or like Stella Artois targeting younger demographic who are interested in horse racing and esports with the horse racing NFT game.

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