Coca Zero nos EUA lança nova receita e design protagonizando embalagens, com influenciadores na geração Z e tecnologia de IA. Com edição limitada arte digital, sabor Y3000 Zero Sugar.
De acordo com o Ad Age, a Coca-Cola Zero está investindo em estratégias de inteligência artificial para ampliar a campanha global ‘Best Coke Ever?’. A marca considera essa iniciativa como a mais digital e social até o momento, com um foco especial em parcerias com influenciadores no TikTok.
A Coca Zero, conhecida por sua proposta de ser uma bebida sem açúcar, continua inovando em suas estratégias de marketing. A marca pretende criar um impacto significativo no mercado de refrigerantes através dessa campanha, reforçando assim sua presença digital.
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The Best Coke Ever?
‘With the question ‘The Best Coke Ever?’ being released in 2021, Coca-Cola Zero showcases its new recipe and package design. The marketing initiative targeting Generation Z consumers has been expanded, resulting from a collaboration with the WPP’s core for the brand, Open X, led by AKQA and Ogilvy.
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Introducing Coca-Cola Zero’s New Look
‘The new campaign includes the use of unique typography, created by artificial intelligence, in an attempt to give the product a chance to ‘speak for itself,’ according to the brand. ‘This year, instead of trying to describe the taste, we thought we should let the protagonist speak.’
Embracing AI for Coca Zero’s New Identity
‘Coca-Cola Zero itself is the one speaking, and it turns out that the brand has been trying to speak for some time,’ said Oana Vlad, Senior Director of Global Strategy at Coca-Cola, during a recent event.
AI Technology for Coca-Cola Zero’s Branding
‘The brand utilized neural object detection – a type of artificial intelligence that can identify objects in an image – to identify letters within the bubbles, condensation, and effervescence of Coca Zero. This approach led to the creation of the font type named Coke Sans Sugar.
Digital Art and Advertising with Coke Zero
‘Over 100,000 photos of Coca Zero were captured as the shapes began to emerge, each highlighting a distinct visual aspect of the product. Neural network object detection was used to recognize letters of the alphabet in this vast array of images.
Investing in Artificial Intelligence
‘These letters were then compiled into a digital toolkit that allows for the creation of any word in any language based on the visual assets shared by the brand. The resulting font types can be used in Coca-Zero advertising, such as a billboard, according to the brand’s video. Coca-Cola heavily invested in artificial intelligence last year.
Exploring New Flavors and Marketing Efforts
‘In 2023, AI played a significant role in developing a limited edition drink, the Y3000 Zero Sugar flavor. That same year, the beverage giant also entered into an agreement with Bain & Company to explore the enhanced marketing efforts using OpenAI’s technologies. Coca also launched a website that allowed people to create digital art using AI technology.
Financial Growth and Marketing Initiatives
‘Over 16 million consumers interacted with the ‘Create Real Magic’ initiative, according to the company’s release. Last week, Coca-Cola reported a 7% increase in net revenue, amounting to $10.8 billion in the final quarter of 2023 and $45.8 billion for the entire last year.
Empowering Coca-Cola Zero’s Voice
‘As part of its efforts to let Coca Zero ‘speak,’ the brand also unveiled four commercials – highlighting the product as the protagonist. In the ‘Bodega Bottle Battle’ film, Coca Zero enters a singing competition, to the tune of NSync’s hit ‘It’s Gonna Be Me,’ to attract consumers. Other commercials also personalize Coca Zero’s packaging in a similar fashion.
Discover Coca-Cola Zero’s Ad Campaigns
‘Below, check out the brand’s commercials:
Fonte: © Meio & Mensagem
