The entire Coca-Cola® Y3000 campaign created an immersive experience that lets one taste, see and experience the future. Coca-Cola® Y3000 utilised an expansive list of channels and media, and embedded AI in every component to tell a consistent narrative. From a future-inspired can design, an AI-powered Y3000 camera that gave everyone the power to envision the future, retail touchpoints, brand partnerships, activations and social content in over 30 markets, we created a double-pronged local and global brand experience, embedded with AI, transporting the world to an optimistic future powered by technology and humanity.

The soft drink market is saturated and youth today have never had more choices. For an iconic brand like Coca-Cola®, who has been around since 1886, the challenge was to create desirability, build affinity and ultimately drive consumption with this discerning audience.

For this final launch of 2023, Coca-Cola® identified an opportunity in technology to provide the deserving climax for Creations - the divisive debate on AI.

AI had solidly dominated headlines for most of 2023, with sentiment varying from deeply dystopian to wildly utopian. Most brands' attempts to jump on the AI bandwagon were often perceived as gimmicky and self-serving.

So how could the most mainstream brand contribute to this hotly contested debate in a relevant, desirable and meaningful way, and emerge on the right side of culture?

As AI’s role in advertising/marketing is ever-evolving, we wanted to make sure that our campaign helped a historic brand like Coca-Cola venture into launching their biggest AI-centric campaign at a global level, meaning we had to navigate various legal regulation frameworks that differed by region and even on a country level. This required a very tight partnership between marketing and legal teams to ensure we could deliver a consistent, fun yet accessible user experience to the masses whilst maintaining privacy, fairness, transparency, and accountability in how the digital experience was executed. Such stringent requirements ensured that both the creative idea and execution were not burdened by any unnecessary features and complexities, making the experience a simple yet elegant one, allowing the most number of people to access AI through the product.

Coca-Cola® Creations is all about product innovation that invites young people to try Coke for the first time. We knew we had to create a story that was intriguing, exciting and differentiated from the dystopian AI talk that hogs headlines.

Coca-Cola® Y3000 - the first Coke flavor to give everyone a taste of the future - was born.

Combining human creativity and artificial intelligence, we explored unique ways to bring to life this futuristic world filled with positivity and optimism - tapping into people’s imagination about what that world could look like.

So we partnered with an AI from the Year 3000 to help Gen Z look into the future with positivity, giving Gen Z a Real Magic experience to see, taste, and experience the future with AI like never before.

As a response to the overwhelming pessimistic outlook towards the future and the dystopian view of technology, Gen Z is weaponising technology to reimagine their future and rehumanise their world, creating a future powered by hopepunk and techno-optimism. They are resolute in their belief that a defiantly optimistic community can create change, with technology as an enabler.

This insight into youth culture provided the opportunity for Coca-Cola to shape and lead the debate on AI, pivoting the conversation towards a shared vision of a future powered by creativity, possibilities, and the most optimistic use of technology. A people-first approach was rooted at the heart of the campaign, placing AI in everyone's hands to 'taste', co-create and celebrate the optimisitic possibilities of Year 3000.

"Launched in over 30 markets globally, we created unexpected and fun ways to engage with the Y3000.

Y3000 Flavor-Taste The Future

Through flavor innovation and packaging, we gave Gen Z the unique experience of tasting the future for the first time, in a familiar format.

Y3000 AI Cam-See The Future

Using the product as a portal into the future, we put the power of GenAI into everyone’s hands for them to create their own version of the Y3000, showing them how it could look like in a bright and hopeful future.

Destination Y3000- Experience The Future

To continue our Y3000 journey, we transported people into the future using the most futuristic canvas in the world - the iconic Las Vegas Sphere, with an on-ground immersive experience.

These micdrop moments were further supported by partnerships to place Coca-Cola® Y3000 in culture, including a capsule collection with fashion powerhouse AMBUSH®."

"Y3000 placed Coca-Cola at the heart of culture:

- #1 AdAge AI Activation of 2023

- 5.2 billion earned media impressions, the highest Coke Creations ever (2.5x vs second highest).

- 1952 media placements from cultural tastemakers like Hypebeast, Highsnobiety, NYLON, I-D Magazine, and Hypebae and in top news outlets like CNN, People, Fortune and CNBC.

- Y3000 CAM was the most socially shared Coke Creations digital experience ever.

Reached a new younger audience with:

- 12 million influencers content views and 658k video content views.

- 250K unique Y3000 visions generated.

- Reached a new younger audience with 260mil+ total discussions generated amongst Gen Z with #Y3000 in Greater China alone.

Drove interest for the brand with 693k new visitors to Coke hub."