Perhaps artificial intelligence doesn’t have to be scary. Maybe it can be our friend.
Jumping on the trend of 2023, Coca-Cola has launched its latest limited-edition flavor, Coca-Cola Y3000 Zero Sugar, with the help of artificial intelligence. The brand extension includes an AI-powered experience to envision what the year 3000 could look like.
Consumers can reach the futuristic experience by scanning the Y3000 can, which will lead them to the company’s Creations Hub, where they can use a customized lens to layer a futuristic look onto the current world. The company tapped into fans’ perspectives about how the future might shape emotions, aspirations, colors, flavors and more. The brand then used artificial intelligence to extrapolate these perspectives to create a vision for the future.
“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, in a statement. “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.”
The new flavor features a new package design, featuring light and optimistic tones, including a Coca-Cola Creations logo of effervescent bubbles. The design, co-created with artificial intelligence, depicts liquid morphing and evolving through form and color changes. The company is also launching a capsule collection in collaboration with Yoon Ahn-designed fashion brand Ambush.
Coca-Cola launched its Coca-Cola Creations platform last year in a bid to take the brand’s name and logo to new cultural and creative places. The first product from that platform was Coca-Cola Starlight, a reddish-hued drink that imagines what soda might taste like in another part of the universe. Earlier this year, the brand also launched a crowd-sourcing initiative, “Create Real Magic,” that invited creators to develop visual art using artificial intelligence along with the company’s branded assets.