The @CokeEsports meme originated from the official Coca-Cola Esports Twitter account's habit of replying to professional players and streamers with overly enthusiastic, generic praise like 'That’s a sick play!' Regardless of the actual quality of the gameplay, the brand’s relentless positivity became a running joke within the League of Legends and Overwatch communities. It eventually evolved into a sarcastic reaction used by fans to mock corporate attempts at 'fellow kids' marketing. Today, the template is used to highlight mediocre gaming moments or to ironically celebrate mundane life achievements with the high-energy persona of a sponsored brand account.