Coca-Cola Meets Artificial Intelligence
Artificial intelligence is all around us whether we recognize it or not and is constantly improving day by day. This advancing technology has truly made its way into individual industries one by one. This couldn't be truer as we start to see AI make its presence known in the advertising industry and the way has adapted to marketing products in the digital era.
Many brands and companies have been experimenting with artificial intelligence in recent years and see if it can create suitable promotional material. Let’s look at some examples of how Coca-Cola embraced and was inspired to incorporate AI into their branding only a few years ago.
Coca-Cola
In February of 2022, Coca Cola came out with their first, limited edition creation called “Starlight,” which was an out of this world twist on Coke’s original flavor as a part of their new innovative Coca Cola Creations platform. According to one of their Investor Relations press releases (Coca-Cola Launches, 2022), Oana Vlad, Senior Director, Global Brand Strategy for Coca-Cola said, “Coca-Cola Creations aims to surprise, delight and engage global audiences through magical and unexpected tastes, moments and collaborations – something we know our fans have come to expect from us." In terms of the inspiration behind this new release, Vlad said, "With Coca-Cola Starlight, we wanted to celebrate the remarkable ability of space exploration to inspire generations to discover new worlds of infinite possibilities. We set out to bring that concept to life through a simple sip, capturing some of the mystery and essence of what we love about space, " as a reflection of their partnership with NASA 35 years ago with the Coca-Cola being among one of the first soft drinks to travel into space (Coca-Cola Launches, 2022).
Later in the year, they released another limited-edition flavor called, “Dreamworld.” I can personally speak on my experience from trying this one that it certainly has quite a unique taste and many who I know tried it, described it to have subtle hints like Banana Laffy Taffy flavor.
“.We hope that Coca‑Cola will still be as relevant and refreshing in the year 3000 as it is today, so we challenged ourselves to explore the concept of what a Coke from the future might taste like—and what kind of experiences would a Coke from the future unlock?”
In September of 2023, their most recent Coca-Cola limited edition release, was the flavor, “Y3000.” It is simply a blast into the future with this new Coca-Cola Creation. The inspiration and initiative behind the flavor Vlad revealed in another press release, " We hope that Coca‑Cola will still be as relevant and refreshing in the year 3000 as it is today, so we challenged ourselves to explore the concept of what a Coke from the future might taste like—and what kind of experiences would a Coke from the future unlock?" (Coca-Cola Creations, 2023)
Another way they incorporated AI into their branding strategy was through user-generated content. Users are harnessed into the creative prisms of AI tools and can generate digital holiday greeting cards and completely reimagine all of Coca-Cola’s images and characters throughout the years. Pratik Thakar, Coca-Cola’s Global Head of Generative AI described its unique purpose, “We are connecting people as we have always done during the holiday season, but in a uniquely real and magical way by democratizing our creative assets and the latest AI Tools" (Coca-Cola Harnesses Power...)
Screenshot taken from Create Real Magic™ Website
“Coca-Cola will feature consumer-created artwork and creation from partner artists on 20 digital billboards around the world, including Times Square in New York City and London’s Piccadilly Circus" (Coca-Cola Harnesses Power...).
All of the artwork creating from this previous holiday season is available to browse here: Create Real Magic™.
This was a smart move by Coca-Cola because it combines both nostalgia for the timeless brand as well as a glimpse into the future of the brand with its new AI inspired creations. It really allows consumers to experience AI for themselves and get behind and support Coca-Cola's Creations initiatives. Coca-Cola had a vision of creating and being inspired by this new advanced technology could offer to their company, embraced it, and completely dove headfirst into creativity in their products like we've never seen before.
Sources:
Coca-Cola Harnesses Power of AI to Deliver Holiday Magic. www.coca-colacompany.com. (n.d.-b). https://www.coca-colacompany.com/media-center/coca-cola-harnesses-power-of-ai-to-deliver-holiday-magic
Coca-Cola Launches Global Innovation Platform Coca-Cola Creations. The Coca-Cola Company. (2022, February 18). https://investors.coca-colacompany.com/news-events/press-releases/detail/1048/coca-cola-launches-global-innovation-platform-coca-cola
Coca-Cola® Creations Imagines Year 3000 with New Futuristic Flavor ... www.coca-colacompany.com. (n.d.-a). https://www.coca-colacompany.com/media-center/coca-cola-creations-imagines-year-3000-futuristic-flavor-ai-powered-experience
Wiener-Bronner, D. (2023, September 12). Coke’s latest mystery flavor is here. it’s created by AI | CNN business. CNN. https://www.cnn.com/2023/09/12/business/coca-cola-y3000/index.html