Coca-Cola Creations is a global initiative to boost Coke’s affinity with Gen Z through pop culture-led, limited-edition Coca-Cola products and experiences. However, since the series’ launch in early 2022, the Creations have had varied – mainly muted – success in China given the gap between global and local youth culture and limited marketing investment.
In late 2023, we launched Coca-Cola Creations Y3000 – a new, future-flavored product and campaign co-created by artificial intelligence and human intelligence (AI&HI). This unique Creation reflected the brand’s positive vision of the future in which humanity and technology will uplift the human spirit with Real Magic connection.
We had to design and launch the local Y3000 campaign with deep relevance to Chinese Gen Z to drive engagement and garner earned media that would help build our brand image. We wanted to level up our approach and improve our results versus previous local Creations launches.
