FROM: Bethesda
SIGNAL: Strong
STATUS: Wasteland Flavors Campaign Launch

Bethesda and Coca-Cola have teamed up to bring a fan-favorite piece of Fallout lore to life. Wasteland Brewed is a limited-time campaign that reimagines three of Fallout’s most iconic in-game beverages—Nuka-Cola, Nuka-Cola Quantum, and Sunset Sassparilla—as real-world collectibles for the first time.

Timed alongside the premiere of Fallout Prime Season 2, this collaboration bridges the gap between Fallout’s fictional universe and its passionate global community. Following the debut of Season 1, Fallout saw a significant resurgence in player activity, with Fallout 4 experiencing a 750% spike in concurrent players and Fallout 76 breaking engagement records—proof of the franchise’s deep connection with fans.

Central to the campaign is Mae Eagle, a new lore character introduced as a Wastelander who discovers the long-lost Coca-Cola formula in the ruins of Nuka-World. Mae plays a key role in linking the game world to this real-world release, grounding the experience in authentic storytelling.

This collaboration is designed to be more than just a product launch. It’s a celebration of the Fallout community, built to extend immersion beyond the game and bring a beloved part of Fallout lore to life.

Disclaimer

This campaign was developed as part of a class project for the University of Southern California’s Public Relations and Advertising graduate program. This page is not affiliated with, endorsed, or created in collaboration with Bethesda Softworks, Amazon Prime Video, or The Coca-Cola Company. All materials are for educational purposes only. Special thanks to Seth Blackman, Rick Arabian, Grace Grogan, Professor Morgan Keller, and the PR 524 class.

The Wasteland Brewed campaign brings Fallout’s iconic world to life with a fan-first approach that combines immersive storytelling with real-world marketing. Each element was created to celebrate Fallout’s lore and aesthetic while showcasing Coca-Cola’s role in making Nuka-Cola a reality.

The bus shelter ad brings Fallout’s gritty, post-apocalyptic style to a real-world urban setting. With bold imagery of Nuka-Cola bottles and the tagline “The Mojave’s New Favorite.” This piece blends realism and nostalgia to surprise and delight fans in the wild.

The billboard makes a bold statement with its expansive shot of Nuka-Cola, Sunset Sarsaparilla, and Nuka-Cola Quantum, plus a nod to Vault Boy and Coca-Cola branding. Set against a Wasteland backdrop, it reinforces the campaign’s theme of wasteland flavors. It is strategically positioned for high visibility. This ad bridges the gap between digital excitement and real-world impact.

This campaign features four distinct Instagram ads across the official Coca-Cola, Bethesda, and Fallout accounts, each designed to build excitement and deepen immersion.

The Nuka Newsletter adds an immersive storytelling layer, written from the perspective of Mae Eagle, a Wastelander who discovered the Coca-Cola formula and revived Nuka-Cola production post-war. It provides fans with lore-rich updates and hints at future drops, deepening their connection to the campaign.

Each part of Wasteland Brewed is crafted to reward Fallout fans with authentic content and collectible moments, delivering an experience that’s equal parts lore, nostalgia, and bold brand collaboration.

Disclaimer

This campaign was developed as part of a class project for the University of Southern California’s Public Relations and Advertising graduate program. This page is not affiliated with, endorsed, or created in collaboration with Bethesda Softworks, Amazon Prime Video, or The Coca-Cola Company. All materials are for educational purposes only. Special thanks to Seth Blackman, Rick Arabian, Grace Grogan, Professor Morgan Keller, and the PR 524 class.

FROM: Mae Eagle
SIGNAL: Weak
STATUS: Something's Brewing in the Mojave

Hey drifter,

Name’s Mae Eagle, former caravan ghost, current soda-slinger, and part-time terminal scraper. If you’re seeing this, the terminal I rewired with bottle caps and bobby pins has finally caught signal, and that means one thing.

You’re ready to hear the truth.

Way out east, past the Mojave and through what’s left of the old world, there’s a place called the Commonwealth. If you keep moving long enough and survive everything trying to kill you, you’ll find Nuka-World. I got there on foot, after most of the raiders had already been run out.

Word was, some guy they call the Sole Survivor came through and handled the worst of it. Didn’t leave much behind except a lot of bloodstains and even more broken dreams.

I wasn’t looking for anything special. Maybe a few caps, maybe a piece of gear too busted for anyone else to bother with. Instead, under the old bottling plant, I found a sealed vault. Still running. Still locked up like it mattered.

Inside were blueprints, broken tech, and a name I didn’t recognize: “Coca-Cola.”

Some kind of pre-war brand, long forgotten.

Didn’t matter what it used to be. What mattered was that the formulas still worked. So I stayed. I figured it out. I burned through a lot of scrap and almost lost a hand in the process. But in the end, I bottled something the Mojave will soon call its new favorite.

I now proudly introduce to you the world's first post-war Nuka-Cola, made even better by that Coca-Cola Stuff.

NUKA-COLA

NUKA-COLA QUANTUM

Each bottle is handmade, with glass melted over a campfire, labels scavenged, caps sealed one at a time with a shaky hand and a whole lot of faith.

If you’re wondering where you can find some of my reinvented Nuka-Cola, you’re going to want to head to New Vegas. Word is some Vault Dweller is stirring something up on the strip, and I want to be there when they do.

Here's to something worth living for again.

—Mae Eagle