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Coca-Cola’s new limited edition drink tastes like ‘pixels’ and comes with a Fortnite code

Soya Cincau logo Soya Cincau 13/4/2022 Raymond Saw

The whole idea of the ‘metaverse’ is getting pretty silly these days, with everything from a ‘metaverse smartphone‘ to even a ‘metaverse for kids‘. Well get ready for even more gimmicky metaverse shenanigans, as Coca-Cola is now introducing a new ‘gaming-inspired’ limited edition Coke drink that—and I kid you not—was ‘born in the metaverse’ and tastes like ‘pixels’.

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Dubbed as the Coca-Cola Zero Sugar Byte, it’s the second member of the Coca-Cola Creations line of limited edition Coke drinks. According to Coca-Cola, this special soft ‘brings the flavour of pixels to life’, but then that kind of brings up another question: what on earth does a pixel taste like? While a real pixel is probably too small for you to lick, the Coca-Cola Zero Byte will apparently have a bright and upfront taste. While that typically means citrus or sparkling water, Coca-Cola says that the ‘pixel’ taste is reminiscent of powering up a game, while its refreshing finish will be a great gaming companion. Their words, not mine.

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“For our second expression from Coca-Cola Creations, we wanted to create an innovative taste inspired by the playfulness of pixels, rooted in the experiences that gaming makes possible. Just as pixels power digital connection, Coca-Cola Zero Sugar Byte brings people together to share moments of Real Magic,” – Oana Vlad, Senior Director of Global Strategy, The Coca-Cola Company.

And to really drive home that it’s a metaverse gaming drink, Coca-Cola has also partnered up with Epic Games to create a special Island in Fortnite called the Pixel Point. Created in Fortnite’s Creative mode, Fortnite players can use the code ‘8565-0287-3178’ in-game to enter Pixel Point. There, you’ll be greeted with four ‘sensory-inspired’ multiplayer minigames, called The Castle, The Escape, The Race and The Tower. Each minigame has its own set of challenges that will need you to work together with other players to finish.

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The cans come in packaging with graphics that feature pixels forming the Coca-Cola logo, while the can itself will be available in twin packs of 12.5oz slim cans. The can also can be scanned to access a mini augmented reality game which tells the story of BYTE, an 8-bit pixel that was left behind when Coca-Cola Byte entered the metaverse. The game itself has you controlling BYTE, jumping up and down a spiral staircase so that it can join back its Coca-Cola friends.

Unfortunately for Malaysians who were curious about downing pixels, the Coca-Cola Zero Sugar Byte will only be available in Latin America, the United States and in China for now. Mind you, the previous Coca-Cola Creation limited edition drink also had a ridiculous marketing gimmick around it, with the Coca-Cola Starlight coming with a flavour described as ‘outer space’. You can find out more about these limited edition drinks if you want to by visiting their Coca-Cola Creations website here.

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