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Coca-Cola Introduces Coke SoundZ

Coca-Cola has recently introduced Coke SoundZ, a unique instrument powered by artificial intelligence (AI) technology. This instrument is designed to play the "uplifting sounds" of Coca-Cola Zero Sugar.

Consumers in the U.S. and Europe now have the opportunity to use a digital app that transforms beverage-related sounds into melodies. Additionally, a physical bottle-shaped version of the instrument has been released to chosen producers, DJs, and social creators globally.

This new gadget showcases Coca-Cola's ongoing use of AI in its marketing strategies. In a separate announcement on Tuesday, Coca-Cola revealed a five-year partnership with Microsoft aimed at boosting its generative AI capabilities.

Article Insight:

Coca-Cola is using generative AI in innovative ways, with the latest being the Coke SoundZ instrument. This instrument is part of a music-focused campaign for their Zero Sugar product, where AI was used to create custom typography from images of the beverage.

This time, the sounds of Coke such as “phst,” “fizz,” “clink,” “glug” and “ahh” were recorded by producers and scientists. They used these sounds to create a sound library and used neuroscience insights to determine the most "optimistic" sounds. These waveforms form the foundation of Coke SoundZ, available as an app and a physical instrument shaped like the iconic Coke bottle, given to select music influencers.

Pratik Thakar, vice president and global head of generative AI at The Coca-Cola Company, stated that "Coke SoundZ" showcases how AI is used to enhance personalized fan experiences. Coca-Cola Zero Sugar provided the musical blueprint, while the technology captured the unique sounds like 'Fizzes' and 'Clinks'. An instrument was created for people to produce distinctive harmonies, aiming to bring joy with every note.

Coca-Cola was one of the first brands to use generative AI in marketing. They partnered with Bain & Company and OpenAI to create the "Create Real Magic" platform. Recent projects include a Y3000 flavor and a Christmas campaign.

This week, Coca-Cola announced a five-year partnership with Microsoft. They committed $1.1 billion to use Microsoft Cloud and generative AI. This builds on their previous use of Microsoft Azure OpenAI Service to transform aspects of their business, like marketing.

Coke SoundZ was created by WPP's specialized Open X unit, headed by AKQA and backed by Ogilvy PR. This same team worked on the recent campaign for Coke Zero Sugar, which featured AI-generated typography and a new version of the song "It's Gonna Be Me." The campaign also introduced a unique TikTok filter that allowed users to transform into a singing Coke Zero Sugar bottle, inspired by the original song from the boy band NSYNC.

Editor's P/S:

Coca-Cola's introduction of Coke SoundZ marks a significant advancement in the use of generative AI within the marketing industry. The instrument, powered by AI technology, transforms the distinct sounds associated with Coca-Cola Zero Sugar into melodies, offering a novel and engaging experience for consumers. This innovative approach not only showcases the brand's commitment to harnessing the potential of AI but also highlights the growing trend of using AI to create personalized and immersive experiences.

Coca-Cola's partnership with Microsoft further underscores the company's belief in the transformative power of generative AI. The substantial investment of $1.1 billion into Microsoft Cloud and generative AI capabilities demonstrates the brand's commitment to exploring the full potential of this technology. This partnership will undoubtedly fuel future innovations and drive the development of even more groundbreaking AI-powered initiatives, solidifying Coca-Cola's position as a leader in the integration of AI into its marketing strategies.