A look at Coca-Cola Zero Sugar's AI-driven 'Best Coke Ever' campaign
Coca-Cola Zero Sugar introduces a new typography created by artificial intelligence, adding a digital dimension to its zero-sugar variant as part of the "Best Coke Ever" campaign.
Coca-Cola Zero Sugar has adopted artificial intelligence to develop a new typography, aiming to display hidden letters within each container of the beverage. This step is part of the brand's strategy to incorporate a digital element into its zero-sugar variant, aligning with the "Best Coke Ever" global campaign. Following the 2021 reformulation of Coke Zero Sugar for taste adjustment, the focus has shifted towards enhancing consumer engagement through digital means.
Coca-Cola Zero Sugar's innovative project involved taking over 100,000 photos of the drink to capture its unique features like bubbles and fizz. Using AI, this project discovered letters hidden in these images. These letters were then used to create a special font that can write words in any language, making it a cool tool for Coca-Cola's ads, including those that light up outdoors. It's a creative way to mix technology with marketing, making the drink's packaging "talk" to customers.
The campaign also aims to engage the Gen Z demographic through TikTok by introducing an interactive filter. This allows users to reinterpret the campaign's anthem for 2024, "It’s Gonna Be Me," with a visual of a singing Coke Zero Sugar bottle. The brand plans to offer fans the opportunity to remix its signature sounds into new music pieces, enhancing the campaign's interactive elements.
Enricko Lukman
Promotional activities for the campaign are diverse, including outdoor interactive ads, social media content, and immersive in-store experiences. QR codes on vending machines are intended to increase product sampling, while the "Just Add Zero" initiative suggests Coke Zero Sugar as a versatile complement to various cuisines.
Oana Vlad, senior director of global strategy at Coca-Cola, highlighted the exploration of the product's potential to convey messages, with the aim of diversifying the digital and social marketing approach. The "Best Coke Ever?" campaign builds on the previous year's efforts, focusing on maintaining momentum through flavor innovation and digital experiences.
Insights for marketers
Targeting Gen Z, a demographic characterized by digital fluency and a preference for authenticity, can be beneficial. Utilizing platforms such as TikTok can lead to enhanced brand engagement and visibility, fostering a participatory culture and potentially increasing brand loyalty among this audience.
Moreover, Spotify's "Wrapped" campaign also uses artificial intelligence to generate personalized summaries of users' listening habits. This initiative aims to reflect individual musical preferences, providing a customized experience. The campaign illustrates Spotify's use of AI to gain insights into consumer behavior, aiming to enhance the connection between users and the platform through personalized content.
This demonstrates the growing trend of utilizing digital tools and platforms like AI and TikTok to create more personalized and engaging marketing strategies. It highlights the potential for brands to innovate in how they connect with audiences, offering experiences that are both unique and reflective of individual preferences.
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