To launch its new flavor “Coke Spiced”, Coca-Cola joined the Storm Reid actress to create a multisensory experience fueled by AI. Inspired by Reid’s point of view on the drink – a fusion of raspberries and hot spices – the event has seen the momentum throughout the world transform a Soho building into an exhibition of immersive art.
Nicknamed the “spicy store”, the event, open to the public on March 1 to 2, let visitors taste the new drink and use invites on AI to view their tasting experience. The massive LED walls displayed dynamic animations generated by AI, adding to excitement.
“Instead of explaining the flavor to the guests and having them try afterwards, we first made them try the drink, then tell us what he tasted,” said James Robinson, Director of Creation, North America, on the scale of the world. “It is a complete 180 on how we normally test a Coca-Cola drink, and impossible to perform without the help of an AI experience like this.”
Image credit: Momentum worldwide