“Not Coca Cola but the essence of Coca Cola” – well that’s branding for you. But it’s really well thought out and has to be one of the best commercial ventures into virtual worlds I’ve seen so far. They’ve really embraced the collaboration era and that has to be admired. Clearly understanding that avatars are “thirsty for experience” – I’m impressed. I’ll be eagerly monitoring their success. Although I was rather hopeful that there would be more “set your brand free to be played with” as discussed in the Building Businesses in Virtual Worlds panel at State of Play V. This seems to be more restricted ehm…gameplay? interaction? from what I can see. But I haven’t taken the time to experiment with them myself yet – so I really shouldn’t be too critical.