Coke creates AI-powered instrument that only plays ‘uplifting sounds’

Dive Brief:

Coca-Cola unveiled Coke SoundZ, an instrument that plays the “uplifting sounds” of its Zero Sugar soda using artificial intelligence (AI) technology, per details shared with Marketing Dive.
Consumers in the U.S. and Europe can access the instrument as a digital app that turns sounds associated with the beverage into melodies. A bottle-shaped physical version has been rolled out to select producers, DJs and social creators around the world.
The gadget demonstrates how Coca-Cola continues to utilize AI in its marketing. Separately, Coca-Cola on Tuesday announced a five-year strategic partnership with Microsoft that is intended to accelerate its generative AI capabilities.

Dive Insight:

Coca-Cola continues to find new applications for generative AI as the technology remains a focus of the marketing and tech worlds. The Coke SoundZ instrument builds on a previous music-focused campaign backing its Zero Sugar product that leveraged AI to turn images of the beverage into custom typography.

This time around, the sounds of Coke — including “phst,” “fizz,” “clink,” “glug” and “ahh” — were recorded by producers and scientists who then used the resulting sound library and neuroscience insights to determine which sounds were the most “optimistic.” Those waveforms are the backbone of Coke SoundZ, which is available widely as an app and as a physical instrument inspired by the iconic Coke bottle shape that has been provided to select music influencers.

“Coke SoundZ’ is the perfect example of how we are using AI to create enhanced and personalised fan experiences,” said Pratik Thakar, vice president and global head of generative AI at The Coca-Cola Company, in a statement. “Coca-Cola Zero Sugar provided us with the musical blueprint, we then found the technology to capture the unique ‘Fizzes’ and ‘Clinks’ and created an instrument that allows people to create completely unique harmonies intended to spark joy in every note.”

Coca-Cola was an early adopter of generative AI among brand marketers. It was the first consumer brand to jump on a partnership between management consultancy Bain & Company and OpenAI, launching a “Create Real Magic” platform centered on the tech. Recent efforts themed around generative AI have included a limited-time Y3000 flavor and Christmas campaign.

The launch of Coke SoundZ comes as Coca-Cola this week announced a five-year partnership with Microsoft, expanding its relationship with a $1.1 billion commitment to the Microsoft Cloud and its generative AI capabilities. The partnership builds on Coca-Cola’s previous leveraging of Microsoft Azure OpenAI Service to reimagine several business areas, including marketing.

Coke SoundZ was developed by WPP’s bespoke Open X unit, led by AKQA and supported by Ogilvy PR. That agency team was also responsible for Coke Zero Sugar’s recent effort that, along with the AI-generated typography, was soundtracked by a version of “It’s Gonna Be Me.” The push included a world-first TikTok filter that transformed users into a Coke Zero Sugar bottle that could sing along with the song, originally by boy band NSYNC.