While using audio platforms is not a novelty, using it to create brand preference, opening a new shopping channel and pivot shopping behaviour is. By coupling Alexa, media consumption habits, personal preference for content and Ai, “I See Coke” has deployed an innovative use of Alexa in a market where very few channels could provide the brand with an advantage.

Whilst Coke is a global titan within the soft drink category, in KSA the brandstruggles to compete with Pepsi in terms of consideration, market share and commercial presence.

Pepsi has always been a firm favorite in the Middle East, and this preference and leadership can be attributed to both cultural and commercial factors. Pepsi’s head start vs. Coke within the Saudi market has led the brand to become heavily intertwined in the DNA of everyday Saudi lives, meals and shopper culture. Not only were shelves and fridges dominated by “blue”, but even amongst consumers Coca-Cola was oftentimes referred to as “Red Pepsi”.

This advantage in the market and within culture started in 1967, when the brand was put on a blacklist due to its alleged connections with Israel. This boycott lasted roughly 25 years and allowed for Pepsi to become the undisputed lead on shelves and within Saudi hearts

"I See Coke"

A built-in Alexa skill that puts Coca-Cola on viewers’ lips every time it pops up on screen, turning over 100 years of product placement in movies and TV shows into an interactive shoppable experience.

1. Just spot Coke on any movie or TV show

2. Say "ALEXA, I SEE COKE"

3. Alexa will reply: "WHERE DO YOU SEE IT?"

4. Say the name of the movie

5. Alexa will have a cheeky reply related to the movie and send a promo code to your registered email to purchase any Coca-Cola product with a 50% discount through e-retailer (Nana)

Rather than shoving more ads down people's throats, Coke decided to reward them while watching the content they already loved.

Coke is a global giant, yet in KSA it suffers with lower consideration and market share than Pepsi. While the basics of marketing such as price, distribution and product are all taken care of, the brand struggles to be loved and appreciated as much as the competition.

With that in mind, Coke wanted to find a way to break through the “blue wall” while getting closer to consumers in the Kingdom. The goal was finding a point-of-differentiation that could trigger brand closeness, naturally leading to sales.

To succeed. Coke would have to truly understand how shoppers behave not only when they shop for drinks, but also when no shelves are in sight and yet the cravings appear.

The challenge laid in devising an experience that could help Coke infiltrate culture and merge buying and consumption behaviors, ultimately making consumers crave a coke when they would usually choose Pepsi.

Pepsi might have arrived first to the Saudi Arabia Market and be first on marketing media spend, but by capitalizing on 100+ years of big screen placements, Coke was first:

FIRST to innovate and convert existing product placement into direct sales

A successful commerce unlock, with a record high 96% offer redemption,

when average trial and coupon redemption in the region hardly ever surpass 30%

FIRST on the lips (literally)

Coca-Cola became the most voice-mentioned FMCG brand to Alexa

and “I See Coke” became the 3rd most engaged skill overall on Amazon.

FIRST on Awareness

By the first week of the activation, Coca-Cola (Coke) had increased social mentions by 237% vs the rest of Q1 2023, and it surpassed organic social engagement and sentiment of Pepsi in the region.

FIRST on Reach

“I see Coke” content reached 2.9 MM people, 33% above benchmark, with View Through Rate doubling figures.

While using voice command through Alexa is not a novelty, applying the technology to disrupt the shopper journey and create a competitive advantage to a brand is. The innovative use of Alexa and data allowed Coca-Cola to connect with potential consumers through an unexpected channel. It created an interactive experience that helped the brand to initiate a conversation with prospective shoppers, driving conversion from their preferred choice, purchase and consumption ritual. I see Coke helped turning passive content viewing into an active engagement opportunity.