Brand New World

I'd like to AI the world a Coke

20 snips
Mar 19, 2025
Pratik Thakar, Coca-Cola's Global VP for Generative AI, and Jason Zada, creative director at Secret Level, explore the brand's innovative use of AI in marketing. They discuss the controversy surrounding AI-generated holiday ads, reflecting on the passionate backlash they faced. Despite this, Thakar emphasizes Coca-Cola’s commitment to creative risk-taking and long-term investment in AI, while Zada shares insights on blending tradition with technology. Their conversation invites a deeper look into the evolving relationship between brands and the creative landscape.
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ANECDOTE

Coke and Christmas

  • Coca-Cola's Christmas advertising significantly influenced modern Christmas iconography.
  • Their 1930s ads shaped Santa's red and white suit.
INSIGHT

Effective, Not Creative

  • Coke's 1990s holiday ads, while effective, weren't peak creativity.
  • New AI-generated ads achieve similar effectiveness despite backlash.
ANECDOTE

Coke's AI Initiatives

  • Coke's AI initiatives include an art contest with 120,000+ submissions and a film made using Stable Diffusion.
  • They also partnered with OpenAI to create the "Y3000" flavor.
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