Coca-Cola Zero Sugar has utilized artificial intelligence (AI) to develop a brand-new typography that can unveil hidden letters within every bottle, can, and glass of the beverage. Following its reformulation in 2021 to introduce a new taste, the beloved zero-sugar beverage is now establishing its own “voice” through a digitally-driven expression as part of the “Best Coke Ever” global campaign.
As part of this initiative, an object detection algorithm was trained to identify lettered shapes from over 100,000 photos capturing Coke Zero Sugar’s characteristics—ranging from liquid condensation to clustered bubbles to airborne fizz.
The resulting typography has been utilized to form words and messages, enabling the product to “speak for itself” for the first time and inviting fans to engage with the product both physically and digitally.
Additionally, the forward-thinking initiative targets Gen Z audiences through TikTok marketing. An interactive TikTok filter enables fans to add their own flair to “It’s Gonna Be Me,” the new anthem for Coke Zero Sugar in 2024, featuring a singing Coke Zero Sugar bottle. This innovative feature infuses a futuristic element into the nostalgic song.
Moreover, fans and aspiring producers will have the opportunity to remix a selection of signature Coke Zero sounds later this year. These sounds include the satisfying crack of an ice-cold can opening and the familiar fizz of the liquid, which can be integrated into original tracks.
The campaign is promoted across various channels, including interactive out-of-home advertising, playful social media videos, and multisensory in-store activations. QR code-activated vending machines will spearhead a significant Coke Zero Sugar sampling effort, while the music-centric “Just Add Zero” creative will emphasize the beverage as a delightful complement to cuisines from around the globe.
“We’ve always known that Coke Zero Sugar has a taste that speaks for itself but wanted to take a closer look to see what the product had to say,” said Oana Vlad, senior director of global strategy, the Coca-Cola Company. “We turned inwards to find creative inspiration for what we wanted to be the most disruptive and digital/social-first iteration of ‘Best Coke Ever?’ to date. Coke Zero Sugar has found creative and experiential ways to engage consumers, but one critical voice has been missing. Until now.”
The “Best Coke Ever?” campaign aims to build on a solid 2023 for Coke Zero Sugar, which delivered strong growth by fusing flavour innovation and digital/IRL experiences through the Coca‑Cola Creations platform, according to Vlad. “We’re excited to continue this momentum in 2024 and beyond,” she added.
