Coca-Cola Australia launches creative campaign for new flavour co-created by humans and AI

Coca-Cola AI

“Coca-Cola Creations is all about creating unexpected and magical moments for our fans.”

Coca-Cola Australia has launched a new branding initiative featuring their new flavour, Coca-Cola Y3000 Zero Sugar, and an AI-powered experience from Coca-Cola Creations.

Y3000 Zero Sugar is the first flavour co-created with human and artificial intelligence from the drink company. By scanning the QR code on the can, consumers will be taken to the Creations Hub where they can use the customised Y3000 AI lens.

Coca-Cola Creations is the new global innovation platform rolled out in 2022. The platform was developed under the new ‘Real Magic’ brand platform that was revealed in late 2021. Through limited-edition sequential releases, the initiative will bring in new products and experiences across physical and digital worlds.

“Coca-Cola Creations is all about creating unexpected and magical moments for our fans. We wanted to create a refreshing, future-themed drink that blends Coca-Cola’s signature taste with the power of artificial intelligence,” said Livia De Salvo, marketing manager, Coca-Cola Australia.

“With the help of AI-powered technology, Coca-Cola Y3000 Zero Sugar imagines how a Coca-Cola from the future tastes and introduces innovative experiences to explore the future. It’s the Coca-Cola taste you love while bringing something new to your tastebuds. We can’t wait for people to try it!”

The perspectives of consumers from around the world, combined with insights gathered from artificial intelligence, helped inspire the taste and look of the new flavour.

Key themes and stylistic preferences were inputted into an AI image generator to curate a mood board that inspired the design of the product pack design and key visuals. The final design showcases liquid in a morphing, evolving state that merges to represent human connections.

Coca-Cola looked at flavour trends and preferences to discover what consumers think the taste of the future will be like. These learnings were used as inspiration to help develop flavour profiles and pairings, recommended by artificial intelligence.

Coca-Cola Y3000 Zero Sugar is available now. 

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