Coca-Cola is trying to be in a “league” of its own with the latest limited time flavour from its Creations line.

Coca-Cola Ultimate Zero Sugar was created in collaboration with League of Legends developer, Riot Games. Like other Creations products that have been said to taste like space or the concept of movement, the flavour profile for Ultimate is being left abstract: the company says it gives consumers the taste of experience points (XP), rewards that are doled out during gameplay.

When the deal with Riot Games was announced last spring, Brad Ross, Coca-Cola’s global VP of assets, influencers and partnerships, said that mobile gaming is a critical part of the future of gaming and that the beverage brand was excited to be working with Riot Games, a leader at the intersection of sports and entertainment.

Jacques Blanchet, senior marketing manager, IMX, Quebec, at The Coca-Cola Company, tells strategy that in January, the CPG launched special cans commemorating its Riot Games partnership, complete with Legends game characters, which has now been expanded into its own flavour.

“The ‘Creations’ platform is made from leveraging several passion points, and [Ultimate] is our fifth one,” Blanchet says, adding that it is basically a recruitment platform that gives people experiences and helps to generate brand excitement.

Recently, Coca-Cola announced a collaboration with Grammy winner Rosalía, again using Creations as a launchpad for the LTO it then claimed was its edgiest/boldest flavour.

Ultimate’s packaging design is informed by the black and different shades of gold found in League.

At point of sale, the company is deploying a variety of assets including, but not limited to, panels, case cards, pallet corners, wraps, ad badges and cooler clings.

The shopper materials are an extension of what’s seen on the bottle. According to Blanchet, the brand is focusing on where gamers are, with the CPG honing in on convenience channels, amplifying recall elements and colour palettes common to the game.

The drink is being unveiled in a classic 500 ml bottle format rather than multi-packs, an instant consumption format that befits the convenience channel, Blanchet explains. There is also a QR code on pack that leads to the Coca-Cola Creations digital hub where viewers can see themselves as if they were emote characters.

LPi did the Canadian creative adaptations. Both Harding (for corrugate displays) and Tag are production partners. Weber Shandwick is providing PR support.

In some of its top of line marketing communications, Coca-Cola explodes from out of the game’s hextech crystal gem, sending shards in all directions and finally unveiling the bottle.