"I'd Like to Buy the World a...GenerativeAI Ad"

Bob Froese

"I'd Like to Buy the World a...GenerativeAI Ad"

Coca-Cola, a brand synonymous with timeless advertising, is once again at the forefront of change. From their iconic 1971 jingle, "I'd like to buy the world a Coke," which painted a picture of global unity and harmony, they're now embracing the future with open arms.

Coke is allocating a whopping 60% of their advertising budget to digital, a significant leap from just 30% in 2019. Among their innovative strategies is the inclusion of GenerativeAI, showcasing their commitment to staying ahead of the curve.

It's fascinating to juxtapose this shift with their 1971 ad. The lyrics: "I'd like to teach the world to sing, in perfect harmony I'd like to buy the world a Coke and keep it company..." captured hearts globally, emphasizing the "real thing" that the world desires.

Today, while the medium has evolved, the essence remains. Coke continues to offer the "real thing" but now in the digital realm, blending nostalgia with innovation.

One of the standout initiatives, "Create Real Magic" – is a pioneering platform that merges the capabilities of GPT-4 and DALL-E. Their AI-powered LTO, Coke Y3000 zero, is touted as the “world’s first futuristic flavour.”

The transition from snow white turtle doves to cutting-edge AI is a testament to Coke's adaptability. It's a reminder that while the tools change, the core of effective branding – creating genuine connections – remains timeless.

And the results speak for themselves: Coca-Cola reported a strong earnings boost, with Q3 net income rising to $3.09 billion from $2.83 billion in the year-ago period, and net sales spiking 8% to $11.91 billion. Their digital-first campaigns are seeing "tremendous engagement," proving that their innovative approach is not only resonating but also driving significant business growth.

In a rapidly changing digital landscape, is your brand evolving while staying true to its essence? Reach out to us at Bob's Your Uncle, and let's craft a narrative that bridges the past, present, and future.

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