Saturday, June 15, 2024

Coca-Cola unveils AI-created flavour

Coca-Cola Australia has launched its first “futuristic flavour” co-created with human and AI, Coca-Cola Y3000 Zero Sugar.

The launch also includes a new AI-powered experience that will give fans an “unexpected and exciting” perspective on what the year 3000 could look like.

Behind the new product is Coca-Cola Creations, a new global innovation platform that 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, Coca-Cola Creations hopes to bring in new products and experiences across physical and digital worlds.

Coca-Cola Y3000 Zero Sugar is the first Coca-Cola Creation introduced in Australia. 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 to imagine what the world could look like in the future.

“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,” says Coca-Cola Australia Marketing Manager Livia De Salvo.

“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.”

Fan’s perspectives from around the world, combined with insights gathered from AI, helped inspire the taste and look of Coca-Cola Y3000 Zero Sugar.

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.

Coca-Cola Y3000 Zero Sugar is available in convenience and grocery stores across the country for a limited time, until stocks run out.

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