Coca-Cola has launched a limited-edition drink and new AI-powered experience.
Coca-Cola Y3000 is the first flavour co-created with human and artificial intelligence by understanding how fans envision the future through emotions, aspirations, colours and flavours.
Fans’ perspectives from around the world, combined with insights gathered from AI, helped inspire Coca‑Cola to create the unique taste.
Its the latest flavour to launch under its Coca-Cola Creations platform and the third one to debut this year.
For Coca-Cola Creations, the use of AI is a natural step that positions the drink in a way that could attract the interest of younger consumers who will want to try it, before potentially increasing their consumption of other Coca-Cola products.
Similar to other beverages released under the Creations platform, the latest drink doesn’t promote or reveal a flavor profile, such as cola, cherry or vanilla, but rather a mood or experience.
Oana Vlad, Senior Director, Global Strategy, The Coca‑Cola Company, said:“We hope that Coca‑Cola will still be as relevant and refreshing in the year 3000 as it is today, so we challenged ourselves to explore the concept of what a Coke from the future might taste like—and what kind of experiences would a Coke from the future unlock?”
“The ‘Real Magic’ brand platform celebrates unexpected connections that make the ordinary extraordinary, so we intentionally brought human intelligence and AI together for an uplifting expression of what Coca‑Cola believes tomorrow will bring.”
Coca‑Cola has also released a number of limited edition flavors such as Y3000 Zero Sugar sports which has an equally futuristic and optimistic visual identity.
While Coca-Cola Ultimate is aimed at gamers and made in partnership with Riot Games, publisher of the multi-player online battle arena game League of Legends.
Consumers can scan a QR code to access the Coca‑Cola Creations Hub, where they can filter photos through the custom Y3000 AI Cam to envision what their current reality could look like in the future.
Coca‑Cola Creations gives the brand new expressions fuelled by collaboration, creativity and connection.