To continue the evolution of and interest in the Coca-Cola Creations platform, Coca-Cola was tasked with creating a forward-thinking future creation. The brief was to develop a creative concept that leverages the futuristic appeal of Coca-Cola® Y3000 Zero Sugar, highlighting its unique collaborative creation process and engaging consumers in envisioning the future. The campaign included several key objectives:

-Showcase Coca-Cola's commitment to innovation and consumer-centricity by co-creating a product with both human and artificial intelligence inputs.

-Generate excitement and anticipation among consumers by inviting them to imagine the taste and experience of the future with Coca-Cola® Y3000 Zero Sugar.

-Drive brand engagement and conversation by leveraging the novelty and intrigue surrounding the futuristic theme.

-Establish Coca-Cola as a forward-thinking brand that remains relevant across diverse markets and cultural contexts.

-Amplify the reach and impact of the campaign through targeted marketing efforts in key markets, maximizing consumer participation and product visibility.

The idea was crafted to captivate the target audience by capitalizing on their innate curiosity about the future. Coca-Cola's collaboration with human and artificial intelligence to create Coca-Cola® Y3000 Zero Sugar inherently generated intrigue and excitement. Through interactive AI-powered experiences and storytelling, Coca-Cola invited consumers to actively participate in imagining the future, fostering a sense of ownership and connection. By targeting key markets and aligning with cultural trends towards embracing technology and innovation, Coca-Cola ensured relevance and resonance, earning attention and building brand affinity with priority audiences.

For Destination Y3000, the PR team invited consumers, partners, and influencers to witness the sphere takeover with a perfect, uninterrupted view. The team used this opportunity to amplify the Y3000 Cam, the main AI digital experience accessible through AR codes on packaging and on the sphere. Utilizing a unique venue and teaser social content, Coca-Cola drove consumer anticipation throughout.

Capitalizing on consumers' fascination with the future, Coca-Cola's PR strategy leveraged this insight to co-create a futuristic flavor with human and artificial intelligence inputs to captivate attention and excitement. Ultimately, Coca-Cola highlighted its commitment to innovation and consumer-centricity through Coca-Cola® Y3000 Zero Sugar, inviting consumers to envision the future of taste and experience.

The campaign targeted a broad demographic interested in technology, innovation, and future trends, with tailored messaging for key global markets to ensure resonance. Coca-Cola also developed interactive AI-powered experiences, multimedia content, and storytelling elements, strategically distributed across digital platforms, social media, traditional media, and experiential activations to maximize audience engagement and reach.

Coca-Cola continues to be one of the most iconic brands in the world of entertainment. The brand used this opportunity to promote the campaign with social content from the Jonas Brothers, and a special appearance by world-renowned DJ Marshmello at the Destination Y3000 event.

Coca-Cola executed the PR campaign through a comprehensive strategy, leveraging engaging content, interactive experiences, and strategic partnerships for maximum impact. The campaign started with teaser announcements, leading to the launch of Coca-Cola® Y3000 Zero Sugar and associated experiences, followed by sustained engagement efforts to continue driving interest around the world through product seeding and localized events and experiences.

Operating on a global scale, the campaign prioritized key markets where the product was available, including North America, China, Europe, and Africa, with adaptations to resonate with each audience. Strategic collaborations with influencers, media outlets, and technology platforms amplified reach and engagement, enhancing visibility and impact.

As another PR moment following global launch, the team also co-created a Y3000 capsule collection with global fashion brand AMBUSH. Inspired by a vision of the year 3000, the limited-edition collection included clothing and accessories, bringing the campaign to a priority Gen Z, culture obsessed audience.

Following the launch of Coca-Cola Y3000 Zero Sugar, the campaign generated more than 5.2 billion earned media impressions and 1,900 pieces of coverage. Through a strategic PR outreach plan, the story showed up across priority media verticals and audiences including tech, business, lifestyle, consumer, ad/marketing trades, food/bev trades, and more. The team secured feature stories with influential global media outlets including CNBC, People, Ad Age, Hypebeast, and many others.

Influencer content played a huge role in driving conversation from launch events and taste-tests, contributing more than 700 social posts and a collective reach of over 35 million. Product unboxings and calls-to-action to check out the Y3000 AI cam were also successful in boosting campaign engagement, and showcasing creativity.

The brand’s connection to some of the biggest stars and venues in entertainment - the Jonas Brothers and the Las Vegas Sphere, also boosted its credibility among younger generations of fans. It also created a more accessible and approachable way to understand the impact of AI, which can sometimes be an obscure or overwhelming concept for the average consumer.

In addition, coverage skewed positively with 69% positive, 30% neutral coverage, and 1% negative coverage. The campaign themes also showed up very consistently, with at least two key messages represented in 92% of coverage. The product has been very consistent from a sales perspective globally in key markets, and performed well in an important time for the global Coca-Cola business with lots of activity across the portfolio in Q1 2024.