The Coca-Cola instrument that converts its effervescence into sounds

The Coca-Cola instrument uses Artificial Intelligence to convert the peculiar sound of its effervescence into sounds.

In Coca-Cola’s marketing and advertising strategy, artificial intelligence is taking on a prominent role. If they recently launched a font called “Coke Sans Sugar” made with AI, the brand is still experimenting and now they want to convert its effervescence into sounds.

And they do it with an instrument that will allow them to create melodies, rhythms and tones based on the peculiar sound of Coca-Cola bubbles.

“Coke SoundZ” is the title of the Coca-Cola instrument that allows you to create sounds from Coca-Cola bubbles. It is a campaign created by the agency AKQA, which is part of WPP Open X. They have also received help from the public relations agency Ogilvy PR.

The Coca-Cola instrument uses the Coke SoundZ app and is available for free download. The brand, however, has sent DJs, producers and content creators a physical device in the shape of a Coca-Cola bottle.

According to Katherine Lewis, a cognitive scientist specializing in neuroscience and behavioral psychology: “This multisensory experience begins long before you take a sip of Coca-Cola. From the sound of gas being released to the clinking of ice, all sounds generate a feeling of anticipation that release dopamine in our brain. We have embedded this scientific principle in AI to generate sounds that are as inspiring as they are enjoyable.”

For his part, Islam ElDessouky, global vice president of creative at Coca-Cola, emphasizes: “We are working with musical talent around the world to demonstrate everything that ‘Coke SoundZ’ is capable of, although the real magic will come into play when fans of music can try this tool at home.”

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