Singapore has built a reputation as a future-forward city – we’ve recently been named the 6th blue zone in the world and the happiest country in Asia. But what will the city that already has Supertrees and stunning architecture look like in the year 3000? That’s the question the new limited-edition Coca-Cola Y3000 Zero Sugar aims to answer with the power of Artificial Intelligence (AI).
Coca-Cola Y3000 Zero Sugar represents the brand's pioneering foray into futuristic flavours crafted through human and AI collaboration. People were surveyed on their future aspirations, flavour preferences, and stylistic inclinations. Their responses were processed by Coca-Cola's AI tool, which then generated potential flavour combinations for the new can. The result is a beverage that retains the beloved essence of Coca-Cola while infusing it with "brightness, optimism, and sweetness," as conveyed by Tee Jae Sonza, Coca-Cola's Trademark Category Head for Coca-Cola ASEAN and South Pacific Operating Unit.
“I think generally, people are optimistic about the future,” Tee Jae remarks. Coca-Cola’s graphic designers also worked with AI to form a mood board that became the jumping-off point for the can’s packaging design and visual identity system for all of Y3000’s campaign material. “If you look at the design of the packaging, you’ll see that there’s a lot of morphing and evolving – it’s this dynamism we hope to capture in the can,” she adds.
Beyond the novel Y3000 flavour and uniquely designed can, which diverges from Coca-Cola’s iconic red, the limited-edition can unlocks a shared experience that offers a peek into a possible world of tomorrow. Scanning the QR code on the can transports consumers to the Creations Hub, where they can photograph their city and witness Coca-Cola's AI image generator envision it a millennium from now.
“Coca-Cola has always been a part of culture and we want to continue to co-create and shape culture with people as we’ve done in our almost 140 years of history,” says Tee Jae. “Our consumers and Coca-Cola believe that the future is bright and our mission as a company is to refresh the world and make a difference.”
The limited-edition Coca-Cola Y3000 Zero Sugar has made its debut in Singapore and Malaysia, with availability in Indonesia slated for the first week of October. These cans can be found at your preferred supermarket or on Foodpanda.