To appeal to Gen Z, Coca-Cola took over the Sphere and ‘co-created’ a futuristic flavor with AI
Over the last week, Coca-Cola has taken over the MSG Sphere in Las Vegas with visual predictions of what the year 3000 might look like projected on the massive dome. The Sphere takeover is just one element of the brand’s latest effort to appeal to Gen Z that also includes new limited-edition flavors like Coca-Cola Y3000 Zero Sugar, which the brand has dubbed its “first futuristic flavor co-created with human and artificial intelligence.”
“The intent is to better connect with Gen Z and younger,” Selman Careaga, president of the global Coca-Cola category, said of the company’s Coca-Cola Creations platform, the strategy behind the Y3000 flavor as well seven previous limited-edition flavors. “Whenever we put out creations, we get twice the engagement compared to other content we put out there. Sixty-five percent of people who engage with creations are new to the franchise and that makes us believe in the platform moving forward.”
The beverage behemoth has aimed to not only release limited-edition flavors to appeal to Gen Z consumers, but to also do so in a way that’s more participatory with the goal of creating a “two-way experience with Coke rather than just us talking to people,” explained Oana Vlad, senior director of global strategy at Coca-Cola. Previous Coca-Cola Creations have used games like “Fortnight” and “League of Legends” to introduce new flavors, among other efforts.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.
Source:: Digiday
