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Coke Zero Sugar taps AI in new global campaign
The “Best Coke Ever?” debate is firing back up in 2024, and this time Coca Cola Zero Sugar is doing the talking in a digital-driven expression of the global campaign and consumer call to action.
Over the last two years, fans around the world have backed the beloved zero-sugar beverage, which was reformulated in 2021 to deliver a new and improved taste. Now, Coke Zero Sugar is adding its own unique “voice” to the conversation. At the heart of the campaign’s visual assets is a brand-new typography created using an innovative combination of artificial intelligence and human design to “reveal” hidden letters inside every bottle, glass and can of Coke Zero Sugar.
An object detection algorithm was trained to find lettered shapes across more than 100,000 photos of Coke Zero Sugar’s intrinsics—from liquid condensation to clustered bubbles to airborne fizz. The resulting typography has been used to create words and messages, giving the product the chance to “speak for itself” for the very first time and invites fans to experience the product both physically and digitally.
The drink is singing its own praises, too, in a pair of music-focused activations. “It’s Gonna Be Me,” the chart-topping Y2K single, is the new anthem for Coke Zero Sugar in 2024 – letting our product sing its own praises out loud, in video content across social media and at events worldwide. And later this year, fans and aspiring producers can remix a library of signature Coke Zero sounds, including the satisfying crack of an ice-cold can opening and familiar fizz of the liquid, into original tracks.
Additionally, an interactive TikTok filter lets fans put their own spin on “It’s Gonna Be Me,” via a singing Coke Zero Sugar bottle. The innovative feature adds a futuristic twist to the nostalgic song.
Oana Vlad, Senior Director of Global Strategy, The Coca-Cola company: “We’ve always known that Coke Zero Sugar has a taste that speaks for itself but wanted to take a closer look to see what the product had to say. We turned inwards to find creative inspiration for what we wanted to be the most disruptive and digital/social-first iteration of ‘Best Coke Ever?’ to date. Coke Zero Sugar has found creative and experiential ways to engage consumers, but one critical voice has been missing. Until now.”
The campaign also features interactive out-of-home advertising, tongue-in-cheek social media videos and multisensory in-store activations. QR code-activated vending machines will drive a massive Coke Zero Sugar sampling effort, and the music-focused “Just Add Zero” creative will promote the beverage as a delicious complement to foods from around the world.
Vlad: “‘Best Coke Ever?’ aims to build on a solid 2023 for Coke Zero Sugar, which delivered strong growth by fusing flavor innovation and digital/IRL experiences through the Coca Cola Creations platform. We’re excited to continue this momentum in 2024 and beyond.”
