Coca-Cola Is Launching A "Pixel-Flavoured" Drink With The Help Of Fortnite Creative

thegamer.com:

It has been a big couple of weeks for Fortnite. Its latest season kicked off last month, ushering in a week and a bit of absolutely no building, a decision that very much split the millions who play the game on a regular basis. Fortnite creators Epic also committed to donating everything spent in-game to charities aiding Ukrainians who have been affected by the Russian invasion. Those efforts came to an end over the weekend and totaled $144 million raised.

This week, Fortnite is making headlines for a far more bizarre reason. Coca-Cola is using the game as a platform to launch its newest brand of Coke. While not an official crossover, Coca-Cola has employed the help of gaming organization PWR and built its own island in Fortnite Creative. The island includes four “sensory-inspired, multiplayer mini-games” and all of it has been designed to help sell a new soda.

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You might question why a virtual experience is being used to advertise something tangible. Well, before Coca-Cola Zero Sugar Byte hits store shelves, you will be able to try it out in Fortnite. How exactly that works remains unclear. You obviously won't be able to taste it, nor will you be able to even hold the can in your hands. The point is really just so you know it exists, and when it does eventually arrive in shops you will see it and say “hey, the drink from the game, I'll buy that”.

At this point, you're probably wondering what exactly Coca-Cola Zero Sugar Byte is. According to Coke, it's “a new limited-edition ‘pixel-flavored’ beverage born in the metaverse." If you know what pixels taste like, then you'll probably have a pretty good idea of what the new drink