For about a year and a half, Coca-Cola has been experimenting with limited-edition drinks with mystery flavors — mostly with vague, futuristic concepts and undisclosed flavors. The latest is Coca-Cola Y3000, which is supposed to be the taste of the future, fittingly CNN Business.
Coca-Cola Y3000. PHOTO Coca-Cola
The soft drinks giant used artificial intelligence to create flavor and packaging in a bid to keep customers (especially younger ones) excited about Coca-Cola, its flagship product for more than a century.
Traditional brands are more difficult to market after health-conscious consumers have moved away from sugary drinks in recent years.
Limited edition flavors
Coca-Cola used its Creations platform, responsible for limited edition flavors such as Y3000, to find the best solution that resonates with young consumers.
Like the other alcoholic beverages that Creations has turned to, Coca-Cola Y3000 has been designed to taste like Coca-Cola, but with an added hint of flavor.
To find that something that makes a difference and to create the packaging, Coca-Cola turned to artificial intelligence.
How Coca-Cola was used by AI
The company learned what flavors people associate with the future by relying on plain old human intuitions, and then turned to artificial intelligence to find flavor associations and profiles, a spokesperson said, according to CNN Business.
When creating the product packaging, Coca-Cola used AI-generated images to create an inspiration board.
Starting Tuesday, Y3000 is available in the United States and Canada for a limited time — in (high) sugar and sugar-free flavors — and will cost the same as regular Coke.
Shoppers can scan a QR code on the Y3000 packaging to be taken to the Creations website, where they can play with what the future might look like in 977 years.
“85-90% Coke. And then that 10-15% drop of something unexpected”
Coca-Cola has released a series of limited edition flavors through Creations.
With the exception of the Marshmello drink (flavored with strawberries and melon), Coca-Cola has kept the taste of these products secret.
“We’ll never really answer that question” in a “direct” way, Oana Vlad, senior director of global strategy at Coca-Cola, previously told CNN. But “the flavor profile is always, we say, 85 -90% Coca-Cola. And then that 10-15% drop of something unexpected.”
Flavors are not designed to become permanent offerings
2023-09-12 17:18:05
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