Coca-Cola Unveils AI-Made 'Coke Sans Sugar' Font

In a digital-driven campaign, Coca-Cola is once again pushing the "Best Coke Ever?" debate in 2024, with Coca-Cola Zero Sugar taking center stage.

Developed together with Open X and led by AKQA and Ogilvy, the global campaign revolves around the product's revamped taste, introduced in 2021 and supported by fans worldwide.

Now, Coke Zero Sugar is set to make its own statement.

Coca-Cola Leverages AI

Central to the campaign's visuals is a fresh typography generated through a blend of artificial intelligence (AI) and human design: the "Coke Sans Sugar."

This innovative approach reveals hidden letters within every glass, bottle and can of Coke Zero Sugar.

In a press release, Senior Director of Global Strategy Oana Vlad explained, "We turned inwards to find creative inspiration for what we wanted to be the most disruptive and digital/social-first iteration of 'Best Coke Ever?' to date."

"Coke Zero Sugar has found creative and experiential ways to engage consumers, but one critical voice has been missing. Until now," she added.

The typography emerges from an object detection algorithm trained to identify lettered shapes across over 100,000 images of Coke Zero Sugar's characteristics, including condensation, bubbles and fizz.

These letters form words and messages, enabling the product to "speak for itself" and inviting consumers to engage physically and digitally.

Complementing the visual campaign are music-focused initiatives. The chart-topping Y2K single from NSYNC, "It’s Gonna Be Me," becomes the anthem for Coke Zero Sugar in 2024. 

Additionally, enthusiasts can remix Coke Zero sounds into original tracks.

An interactive TikTok filter also allows users to personalize "It’s Gonna Be Me" with a singing Coke Zero Sugar bottle, adding a futuristic twist to the nostalgic song.

QR code-activated vending machines will facilitate a massive Coke Zero Sugar sampling effort, while the "Just Add Zero" creative highlights the beverage as a delightful complement to global cuisines.

"'Best Coke Ever?' aims to build on a solid 2023 for Coke Zero Sugar," Vlad emphasized. "We’re excited to continue this momentum in 2024 and beyond."

Editing by Katherine 'Makkie' Maclang