- Coke is lending Coke Zero Sugar a voice for the primary time with a global campaign leveraging artificial intelligence (AI) technology, per details shared with Marketing Dive. The effort serves to update Coke’s “Best Coke Ever?” platform backing Zero Sugar.
- The soft drink brand analyzed 100,000 images of condensation, bubbles and airborne fizz with assistance from an object detection algorithm to develop a custom typography that permits Zero Sugar to “speak for itself,” the corporate said. Consumers also can create their very own tracks using organic appears like a Coke can cracking open.
- A recent hero ad is soundtracked by NSYNC’s “It’s Gonna Be Me” and stars chatty bottles and cans of Coke Zero Sugar. The marketer can be deploying a world-first TikTok filter that transforms users into a Coke Zero Sugar bottle that may sing together with the boy band bop that harks back to the early 2000s.
Coke is passing the mic to Zero Sugar because the low-calorie beverage continues to be a leading growth driver for the soft drink giant. The tech-forward marketing play is the most recent iteration of a “Best Coke Ever?” messaging platform introduced in 2021 that puts Zero Sugar more forward in the corporate’s cola portfolio. This go-around, Coke is angling to attach with Gen Z consumers who’ve flocked to apps like TikTok and expressed a fondness for Y2K throwbacks, hence the nod to the 2000 mega-hit “It’s Gonna Be Me” by NSYNC. WPP’s Open X agency, led by AKQA and Ogilvy, spearheaded the campaign.
“This is our most digital and social-first initiative to-date, featuring an exciting nod to nostalgia with a campaign anthem that’s already back on the lips of individuals world wide, but leveraged in a truly forward-thinking way,” said Oana Vlad, senior director of worldwide strategy for The Coca-Cola Company, in a press statement.
Coke continues to experiment with applications of AI in marketing, constructing on its early bets on generative AI last yr. In this case, a version of AI technology called an object detection algorithm was used to closely analyze the physical traits of Coke bottles to design a typography that would properly embody Zero Sugar’s voice.
That concept is made literal in a batch of latest “Taste That Speaks For Itself” digital ads that feature talking Coke Zero Sugar products as they vie to get picked up at a bodega, argue during a dinner for 2 and take a look at to maintain a streaming platform running after the viewer falls asleep on the couch. Coke is allowing consumers to embody Zero Sugar through a TikTok filter, which will likely be promoted with the assistance of influencer partners on the ByteDance-owned platform.
Additional media elements span experiential sampling that features a recent variety of digital vending machine; digital display and non-traditional out-of-home ads that showcase the typography and other sampling opportunities; and in-store promotions that aim to stop shoppers in their tracks through “disruptive” methods like motion sensors and sound effects.
An even bigger marketing push behind Zero Sugar adds to a regular drip of Coke news this yr. Next week, the brand will launch the primary everlasting addition to its cola portfolio in three years, a raspberry-flavored variant called Coca-Cola Spiced, which comes in zero- and full-sugar versions. The company’s Creations platform focused on limited-run experimental flavors also stays lively, with the following drop centered on a soda that intends to capture the taste of tears of joy and likewise leans into the recognition of TikTok.
Coke saw net revenue up 7% year-over-year to $10.8 billion in the fourth quarter, per an earnings statement released Tuesday. Volumes slipped in North America, a crucial market, but the outcomes were buoyed by higher prices.
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