Coca-Cola wowed investors this week with an earnings call that highlighted $10,5 billion in sales, far above projections for the quarter. So you have to assume a company this strong knows precisely what they are doing, even when they are unveiling a new flavor that sounds a little bizarre on the surface.
Their new flavor is supposed to taste like pixels. Yes, a pixel-inspired drink that was first introduced to the world in the video game Fortnite is now packaged up all pretty in a 12-ounce can for you to buy for your next summer picnic, barbecue, or all-night Fortnite bender.
The new flavor is called “Coca-Cola Zero Sugar Byte,” and according to what Oana Vlad, the Sanrio director of strategy at Coca-Cola told CNN, it’s supposed to “make the tangible taste of the pixel tangible.”
The product was debuted in late March in a game of Pixel Point. The company also shared the exciting news that “Byte” is their first product born in the metaverse.
It’s all a clever way for Coca-Cola to target a demographic that spends a lot of money on caffeinated drinks; gamers. Red Bull has been a player in the e-sports world for a long time, and Monster Energy and Mountain Dew are trying hard to gain dominance in the same space. Putting “Byte” directly into Fortnite was a way for Coca-Cola to go right after the gamer crowd.
It’s smart for Coca-Cola and other brands to pay close attention to the gaming market since spending is expected to be almost $220 billion in that space by 2024.
Here’s more of what Vlad told CNN.
“We believe it’s important to be present in the spaces where gamers play.”
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