Published at 10:45 am, June 8, 2023 | Updated at 10:47 am, June 8, 2023(CNN) Coca-Cola is launching a new limited-edition flavor for gamers, a demographic increasingly pursued by mainstream food and beverage brands. For this new flavor, called Coca-Cola Ultimate, the soda maker partnered with Riot Games, which publishes the multi-player online battle arena game League of Legends. Coca-Cola has also partnered with musicians Rosalía and Marshmello on limited-edition flavors. “They’re more engaging and more interesting, demonstrably, than a flavor, a Coke with vanilla or something,” he said. And the relationship between Riot and Coca-Cola is deeper than the limited-edition flavor.

Source: Daily Nation June 08, 2023 17:01 UTC