As we continue our relationship with Coca-Cola, our campaigns evolve to tap into different elements in culture.
Our next innovation in the Coca-Cola Creations project was Pixel Flavoured Coca-Cola Byte, born in the Metaverse but real enough to touch, taste and of course, even drink.
Gen Z aren't drinking Coke.
Transcreate Gen Z's deepest desires and interests into unique worlds and flavour innovations.
The latest creation: gaming.
We started a teaser campaign by sending influencers coordinates and a custom map created in Fortnite. They were encouraged to embark on a quest to find the new Coke. Byte was launched on a Pixel Point, a new Island created in Fortnite. We built the tension and anticipation further by creating a full unboxing experience of the new Byte Coke on the island. We then topped it with a real life unboxing experience by sending Coke Byte, hidden in a Pixel type box, to our selected influencers.
Those who were lucky enough to get a real drink, could even play an augmented reality game, inspired by the golden age of 8-bit gaming, on the can (or bottle) itself.
- positive social impressions
- higher mentions versus real magic
- 565 million
- impressions in the US alone
- people queued for preorder before Virtue even launched the drink
Coca-Cola® Creations: Byte
Introducing Coca-Cola Zero Sugar Byte, the second limited edition sparkling beverage from Coca-Cola Creations. Coca-Cola Byte takes inspiration from gaming, is the first Coke born in the metaverse, and its taste is inspired by pixels.