Reading Materials for Module 6

DM Strategies for Online Selling

Module Code: eCOMM

Article Title:

Changing Up the Digital Marketing

Game: A peek into Coca-Cola and its
use of Generative AI

Date of Publication: 31 May 2023

Reference Link: https://www.linkedin.com/pulse/changing-up-digital-marketing-game-peek-coca-

cola-its-lee-valerie/?trackingId=EoQKi%2BWpRrG%2BJ2dseI5XLw%3D%3D

Filename: Changing Up the Digital Marketing Game: A peek into Coca-Cola and its use of Generative AI.

The content in this document belongs solely to Intangibles Consultancy Pte. Ltd. and is not to be circulated
outside the designated coursework without permission. Copyright reserved 2023
Title: Changing
Up the Digital Marketing
Game: A peek into Coca-Cola and its
use of Generative AI

Digital marketing has come a long way in the last few years, with new Generative AI
technology such as ChatGPT revolutionising the industry. This has unlocked new
opportunities for businesses to connect with customers in personalised and engaging ways.

Let’s take a peek into a well-known household brand, Coca-Cola, and explore how they have
woven Generative AI tools into their Marketing Strategy.

A well-known household brand with humble beginnings, Coca-Cola has been in business for
over 100 years and has an unbeatable presence worldwide - currently, this figure stands at
approximately 520 million consumers worldwide! To put things in perspective, a brand
awareness survey conducted in 2022 concluded that “61% of soft drink drinkers in the
United States use Coca-Cola”, of which, 52% “are likely to use Coca-Cola again”[1].

Aside from its popular beverage, Coca-Cola is well-known for its longstanding commitment
to innovation. In early 2023, Coca-Cola signed as an “Early Partner” for OpenAI's ChatGPT
and DALL-E Generative AI, taking their commitment even further. With that said, let’s take a
look at Coca-Cola’s recent “Create Real Magic” campaign - a perfect example of Generative
AI-in-use. This campaign was launched in March 2023 to push the boundaries of AI
technology and embrace innovation.
So, what is special about this “Create real magic” campaign?

This campaign incorporates AI tools DALL-E and ChatGPT on the campaign site
createrealmagic.com, enabling creators in 17 participating countries to create their artwork
around Coca-Cola’s bottle and logo. Creators were encouraged to “experience the magic” of
Generative AI by incorporating characters like Santa Claus and polar bears into AI-powered
art.

Creators could then submit their artwork for a chance to be featured on Coca-Cola’s
billboards in New York’s Times Square and London’s Piccadilly Circus, from which 30
creators would be chosen to participate in “the Real Magic Creative Academy, a three-day
creative workshop at Coca-Cola's headquarters in Atlanta”[2].

Watch more about the campaign here:

https://www.youtube.com/watch?v=FPGDMj1QUBE&t=60s

It is clear that AI is not only shaping the future of digital marketing but also amplifying
businesses’ ability to create unique and engaging experiences. This Coca-Cola campaign is
a key testament to it. If you are a business owner, now is the perfect time to harness the
power of ChatGPT and embark on your digital transformation journey to thrive in the new
eCommerce economy!

References:

[1] https://www.statista.com/forecasts/1352607/coca-cola-soft-drinks-brand-profile-in-the-
united-
states#:~:text=All%20in%20all%2C%2061%25%20of,brand%2C%2064%25%20use%20the
m.

[2] https://www.campaignasia.com/article/coca-cola-invites-creators-to-make-artwork-using-
ai-based-platform/483744