Dive Temporary:
- Coke is lending Coke Zero Sugar a voice for the primary time with a world marketing campaign leveraging synthetic intelligence (AI) know-how, per particulars shared with Advertising and marketing Dive. The hassle serves to replace Coke’s “Finest Coke Ever?” platform backing Zero Sugar.
- The tender drink model analyzed 100,000 pictures of condensation, bubbles and airborne fizz with the help of an object detection algorithm to develop a customized typography that permits Zero Sugar to “communicate for itself,” the corporate mentioned. Shoppers can even create their very own tracks utilizing natural feels like a Coke can cracking open.
- A brand new hero advert is soundtracked by NSYNC’s “It’s Gonna Be Me” and stars chatty bottles and cans of Coke Zero Sugar. The marketer can also be deploying a world-first TikTok filter that transforms customers right into a Coke Zero Sugar bottle that may sing together with the boy band bop that harks again to the early 2000s.
Dive Perception:
Coke is passing the mic to Zero Sugar because the low-calorie beverage continues to be a number one development driver for the tender drink large. The tech-forward advertising play is the most recent iteration of a “Finest Coke Ever?” messaging platform launched in 2021 that places Zero Sugar extra ahead within the firm’s cola portfolio. This go-around, Coke is angling to attach with Gen Z customers who’ve flocked to apps like TikTok and expressed a keenness for Y2K throwbacks, therefore the nod to the 2000 mega-hit “It’s Gonna Be Me” by NSYNC. WPP’s Open X company, led by AKQA and Ogilvy, spearheaded the marketing campaign.
“That is our most digital and social-first initiative to-date, that includes an thrilling nod to nostalgia with a marketing campaign anthem that’s already again on the lips of individuals around the globe, however leveraged in a really forward-thinking method,” mentioned Oana Vlad, senior director of worldwide technique for The Coca-Cola Firm, in a press assertion.
Coke continues to experiment with functions of AI in advertising, constructing on its early bets on generative AI final yr. On this case, a model of AI know-how referred to as an object detection algorithm was used to carefully analyze the bodily traits of Coke bottles to design a typography that would correctly embody Zero Sugar’s voice.
That idea is made literal in a batch of latest “Style That Speaks For Itself” digital adverts that function speaking Coke Zero Sugar merchandise as they vie to get picked up at a bodega, argue throughout a dinner for 2 and attempt to preserve a streaming platform working after the viewer falls asleep on the sofa. Coke is permitting customers to embody Zero Sugar via a TikTok filter, which can be promoted with the assistance of influencer companions on the ByteDance-owned platform.
Extra media parts span experiential sampling that features a new kind of digital merchandising machine; digital show and non-traditional out-of-home adverts that showcase the typography and different sampling alternatives; and in-store promotions that goal to cease consumers of their tracks via “disruptive” strategies like movement sensors and sound results.
A much bigger advertising push behind Zero Sugar provides to a gradual drip of Coke information this yr. Subsequent week, the model will launch the primary everlasting addition to its cola portfolio in three years, a raspberry-flavored variant referred to as Coca-Cola Spiced, which is available in zero- and full-sugar variations. The corporate’s Creations platform targeted on limited-run experimental flavors additionally stays lively, with the following drop centered on a soda that intends to seize the style of tears of pleasure and in addition leans into the recognition of TikTok.
Coke noticed internet income up 7% year-over-year to $10.8 billion within the fourth quarter, per an earnings assertion launched Tuesday. Volumes slipped in North America, an important market, however the outcomes had been buoyed by greater costs.
