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| Coca-Cola Zero Sugar Zero Caffeine promotional artwork tied to 007 First Light. |
By Jon Scarr
Coca-Cola has announced a new partnership tied to 007 First Light, the upcoming James Bond game from IO Interactive. The details come from a German press release, and right now it’s still unclear if this promotion will expand beyond Germany or stay limited to that market.
The more interesting part is how the promotion ties real-world Coca-Cola packaging to in-game unlocks, along with a larger prize draw that runs over several months.
007 First Light partnership details from Coca-Cola Germany
According to the announcement, James Bond appears in the campaign outside of combat sequences rather than during action scenes. Instead of showing up mid-fight, the campaign places Bond in between missions, where he’s shown reaching for a Coca-Cola Zero Sugar Zero Caffeine away from the action.
On the product side, Coca-Cola is releasing a limited 007 First Light edition of Coca-Cola Zero Sugar Zero Caffeine with an “007” design. The release is described as arriving in Germany during January, with formats including:
- 330 ml cans (single and six-pack)
- 1 L, 1.25 L, and 1.5 L PET bottles
The same press release also says Coca-Cola Zero Sugar Zero Caffeine will move to a new black-and-gold design in May as part of a broader relaunch in Germany.
In-game missions, unlocks, and a prize draw
For players, the promotion is tied to the Coca-Cola app and Coca-Cola’s website. The press release says you’ll be able to unlock exclusive missions in 007 First Light and enter a prize draw.
What isn’t clear yet is what those “missions” actually look like in-game. The release doesn’t say whether they are new story content, separate challenge content, or added objectives inside existing areas. It also doesn’t spell out what the unlocks will be, beyond describing them as exclusive content connected to the promotion.
The prize draw is described as offering more than 70,000 prizes overall, including five Xbox consoles with a James Bond design. The contest window listed in the German release runs from February 1 to April 30, with more than 700 prizes awarded daily.
The release also mentions the limited 007-branded can showing up as a free giveaway in HelloFresh boxes, which again sounds like a Germany-focused rollout at this stage.
Availability outside Germany is still unknown
This is the part you’ll want to keep an eye on. The details so far are coming from Coca-Cola Germany, and none of the information shared so far confirms a wider international release. It could stay local, or it could be the first wave before other regions get their own announcements.
If the promotion does roll out beyond Germany, the big question will be whether the in-game unlocks are region-locked or accessible more broadly. For now, all we can say is that the campaign is real, it’s tied to 007 First Light, and it’s built around packaging-linked content plus a large prize draw.
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