Coca-Cola has ventured into AI-driven marketing with a novel creation: a musical instrument designed to emulate the sensory experience of enjoying their beverages. Named Coke SoundZ, this instrument is available through an app that lets users craft melodies using iconic Coke sounds such as the pop of a cap, the fizz, the clink of ice, the gulp, and the satisfying “ahhh.”
The app, Coke SoundZ, features an interface with five toggles, each representing one of the aforementioned sounds, alongside an “AI generate” button. This suggests the use of an algorithm to blend these sounds creatively. However, Coca-Cola has been sparse with details on the exact role of AI, mentioning only that it analyzes the sound waveforms associated with drinking soda.
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The neuroscience aspect, purported to stimulate a dopamine response through anticipation and satisfaction linked to these sounds, is another area where specifics are scant. Coca-Cola collaborated with Katherine Lewis, a cognitive scientist and science communicator, to integrate these principles into the app.
Additionally, Coca-Cola has released a physical version of the Coke SoundZ instrument, which resembles a Coke Zero glass bottle. This version has been sent to select DJs, music producers, and creators, offering them a broader range of sound settings and synth tones for their musical projects.
Both the app and the physical instrument are part of Coca-Cola’s broader strategy to blend technology, music, and the sensory experience of their brand into a unified marketing message. The app is freely available on both the App Store and Google Play.
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