Coca-Cola typography created with Artificial Intelligence
The new font is called "Coke Sans Sugar"
The Coca-Cola typography has been created by Artificial Intelligence, which identified the possible letters in the Coca-Cola bubbles.
Artificial Intelligence is on everyone’s lips. And like any trend, brands take advantage of its momentum to get on the bandwagon and obtain advertising revenue. We have seen many advertising campaigns created, such as Citroën recreating classic paintings or Under Armor creating the perfect motivational speech.
Now it is Coca-Cola that has made use of the neural network. This time, to create a typeface created from the bubbles, condensation and gas of Coca-Cola Zero.
“Coke Sans Sugar” is the title of the Coca-Cola typography created with artificial intelligence. It is included in the “Best Coke Ever?” campaign. which the multinational launched in 2021 to attract Generation Z consumers.
Coca-Cola’s typography for its new campaign has been created by Coca-Cola agency Open X, led by AKQA and Ogilvy. The idea is to give the product an opportunity to talk about itself.
How did you create the Coca-Cola typography? Using the object detection neural network, the AI detected letters within the elements of a Coca-Cola bottle: The bubbles, condensation and gas from the drink. More than a thousand photographs of a Coke Zero were captured, and each one highlighted a different visual aspect of the product. Subsequently, these letters were compiled into a set of digital tools that allow you to create any word in any language.
According to Oana Vlad, senior director of global strategy at Coca-Cola: “This year, instead of trying to describe the taste, we thought about giving a voice to the protagonist. Coke Zero Sugar is the one who speaks, and it turns out that she has been trying to speak For a long time”.
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Watch | Review de la tipografía de Coca-Cola en video
