Coke Zero Sugar Finds Its Voice with AI in New Global Campaign
Coke is breaking new ground by giving Coke Zero Sugar a voice through a global campaign that harnesses artificial intelligence (AI) technology. This initiative, revealed by the soft drink giant, marks the first time Coke Zero Sugar will be featured with its distinct voice, signalling a shift in the brand’s marketing strategy.
The campaign, an extension of Coke’s “Best Coke Ever?” platform supporting Zero Sugar, involved an innovative approach to design. Analyzing 100,000 images of condensation, bubbles, and fizz, Coke utilized an object detection algorithm to craft custom typography that captures the essence of Zero Sugar, allowing it to “speak for itself.”
Accompanying the campaign is a hero ad featuring a rendition of “It’s Gonna Be Me,” originally performed by NSYNC, serving as the soundtrack. The ad showcases lively bottles and cans of Coke Zero Sugar engaging in conversation, adding a playful and interactive dimension to the brand.
In a nod to Gen Z’s affinity for nostalgia and social media trends, Coke has developed a TikTok filter that transforms users into singing Coke Zero Sugar bottles, synchronizing with the iconic boy band anthem. This move aligns with Coke’s strategy to resonate with younger consumers and tap into the resurgence of early 2000s pop culture references.
Oana Vlad, senior director of global strategy for The Coca-Cola Company, emphasized the campaign’s digital and social-first approach, highlighting its innovative use of nostalgia in a forward-thinking manner.
The campaign, led by WPP’s Open X agency, represents Coke’s ongoing exploration of AI applications in marketing, following previous investments in generative AI. By leveraging AI technology, Coke aims to create engaging and immersive brand experiences that resonate with consumers on digital platforms.
The broader marketing push behind Coke Zero Sugar adds momentum to the brand’s recent initiatives, including the launch of new cola variants and experimental flavours. Despite challenges in key markets like North America, Coke’s innovative marketing strategies continue to drive growth and consumer engagement, with net revenue up 7% year-over-year in the fourth quarter.
