Just in time for the Brazilian R6 Siege competition, creative agency AKQA Sao Paulo partnered with DNA data storage startup Helixworks to launch Fusion’s new energy drink — one that contains video game files encoded in its DNA molecules.

The field of DNA file storage has recently come to light as scientists predict the DNA molecules could be an alternative for USBs and microchips. “With this project, Fusion seizes the opportunity to consolidate itself as an innovation-driven brand and a partner in everything that involves the gaming world,” stated Daniela Dib, Fusion Energy Drink marketing manager.

This unique marketing initiative is a great example of a brand understanding its buyer’s persona and may speak to the future of consumer goods sold in conjunction with online gaming.

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