‘Taste the future’: Coca-Cola uses AI to create its latest beverage launch
It drops alongside an AI-powered experience – ‘inspiring the endless possibilities of an optimistic future’.
The launch comes under the Coca-Cola Creations series – a line designed to attract Gen Z with its imaginative and unique launches.
What will the year 3000 taste like?
Coca-Cola Y3000 Zero Sugar is available in select markets, including the US and Canada. A full-sugar version will be available in the US, Canada and Mexico.
Coca-Cola says it created the Y3000 experience by ‘tapping into human and artificial intelligence to understand how fans envision the future through emotions, aspirations, colors, flavors and more.’
Fan’s perspectives, combined with insights gathered from artificial intelligence, helped Coca-Cola create the ‘unique taste’ of Y3000.
The new LTO features a futuristic packaging design including light and optimistic tones, a Coca-Cola Creations logo composed of effervescent bubbles, and the Coca-Cola Spencerian Script with fluid dot clusters that ‘merge to represent the human connections of our future planet.’
“Co-created with artificial intelligence, the design showcases liquid in a morphing, evolving state, communicated through form and color changes that emphasize a positive future,” says Coca-Cola.
‘Inspired by the timelessness of Coca-Cola’
The AI experience gives fans an ‘unexpected and exciting perspective on what the year 3000 could look like’ – hence the name Y3000 Zero Sugar.
By scanning the Coca-Cola Y3000 can, fans will be taken to the Creations Hub where they can use the customized Y3000 AI lens to imagine what the world could look like in the future.
“Our ambition for Coca-Cola Creations is to create unexpected and magical moments for our fans. Inspired by the timelessness of Coca-Cola, we want to celebrate everyone’s idea of what the future might look like,” said Oana Vlad, Senior Director, Global Strategy at The Coca-Cola Company.
“With the help of AI-powered technology, Coca-Cola Y3000 Zero Sugar imagines how a Coca-Cola from the future could taste and introduces innovative experiences to explore the future.”
Coca-Cola will also launch a capsule collection in collaboration with Ambush, a ‘genre-defying’ fashion brand founded by designer Yoon Ahn.
The global campaign was developed by Forpeople, Virtue, and WPP Open X/Ogilvy and EssenceMediacom
The launch is the latest in the Coca-Cola Creations series – a project that seeks to ‘bring a sense of intrigue and newness to a 136-year-old brand’.
Gaming-inspired Coca-Cola Zero Sugar Byte (which ‘brings the flavor of pixels to life in a beverage that transcends the digital and physical worlds’) was launched last year, as was ‘intergalactic flavor’ Coca-Cola Starlight.
