Coca-Cola adds limited-edition drink, Taste some?

Coca-Cola has introduced a limited-edition zero sugar beverage called "3000," which was co-created with the assistance of artificial intelligence (AI). This release is the latest addition to Coca-Cola's Creations series, aiming to provide consumers with "a refreshing taste and a glimpse into what the future could hold through Coca-Cola's new AI-powered experience," according to the company.

By scanning a QR code located on the can, consumers will be directed to Coca-Cola's Creations Hub, where they can utilize the "3000 AI lens" to get a preview of the future. Coca-Cola employed AI to design both the online experience and the 250ml can artwork, aiming to capture how people imagine the future based on emotions, aspirations, colors, flavors, and more.

"Inspired by the timeless appeal of Coca-Cola, we want to celebrate everyone's vision of the future," stated Oana Vlad, Senior Director of Global Strategy at The Coca-Cola Company.

This launch follows the introduction of limited-edition beverages such as Intergalactic, Marshmello, and Dreamworld in 2022, as well as Movement earlier this year.

Rob Yeomans, VP for Commercial Development at Coca-Cola Europacific Partners GB, noted that these limited editions serve a broader purpose beyond just generating short-term sales spikes. They generate excitement and conversation around the Coca-Cola brand, which has been shown to engage new consumers.

According to Kantar data, "one in five shoppers who purchased our Coca-Cola Creations last year were new to the Coca-Cola Zero Sugar brand," said Yeomans, referring to the Kantar take-home purchasing panel from 2022. Furthermore, there was a "sustained increase in volume sales for the brand in the months following each launch," Yeomans added.