Coca-Cola unwraps its innovative GenAI holiday campaign, ‘Create Real Magic,’ blending tradition with the latest technology.

Coca-Cola is embracing the future this festive season with its GenAI-powered initiative, ‘Create Real Magic.’ This holiday campaign, blending nostalgia with novelty, showcases an AI-driven holiday card generator. Merging the prowess of GPT-4 and Dall-E 2, the campaign allows users to craft unique holiday greetings infused with Coca-Cola’s iconic imagery.

The essence of ‘Create Real Magic’ lies in its democratization of personalization. Pratik Thakar, Coca-Cola’s global head of GenAI, emphasizes the uniqueness of each creation, as users’ prompts yield one-of-a-kind holiday messages. This initiative not only taps into Coca-Cola’s rich visual legacy, featuring beloved symbols like the 1931 Santa Claus and the 1993 polar bears, but also marks a significant step in the brand’s GenAI journey.

Earlier this year, Coca-Cola partnered with OpenAI and Bain & Company, launching its inaugural ‘Create Real Magic’ campaign. The response was phenomenal, with nearly 120,000 digital creations in 11 days, highlighting the potent combination of user engagement and GenAI technology. This holiday version expands on that success, showcasing improved user accessibility and regional language support, catering to a global audience across Europe, Japan, India, and Latin America.

The strategy behind this innovative campaign involves rigorous testing and learning, with a focus on scalability. Coca-Cola’s team, comprising creative technologists and AI artists, continually refines the user experience. This iterative approach is evident in the transition from a complex initial offering to a more user-friendly holiday version, proving Coca-Cola’s commitment to staying at the forefront of GenAI marketing innovations.